Pengaruh Kualitas Produk dan Promosi Penjualan Terhadap Keputusan Pembelian Mascara Oriflame (Studi Pada Konsumen Mascara Oriflame Wilayah Surabaya Pusat)
Abstract: The purpose of this
study is to examine and analyze the effect of product quality and sales
promtion on purchase decision mascara Oriflame. This research is a causality
research with quantitative approach. Technique of sampling using non
probability sampling with amount 110 respondents at offline store Oriflame
Surabaya Center. Statistical analysis in this study is multiple linier
regresiom with the help ofSPSS 22.0 software. The results of this study explain
that product quality had a positive and significant effect on the purchasing
decision, and sales promotion had a positive and significant effect on the
purchasing decision.
Keywords: product quality,
sales promotion and purchasing decisions
Penulis: ARINDA NUR MASLAKHAH,
ANIK LESTARI ANDJARWATI
Kode Jurnal: jpmanajemendd180526
