THE EFFECT OF PRODUCT QUALITY, PRICE, PROMOTION AND SERVICE QUALITY ON PURCHASE DECISIONS AT FAIZZAH OLSHOP CLOTHING STORE IN LAMONGAN

Abstract

This study aims to determine the effect of product quality, price, promotion, and service quality on purchasing decisions at the Faizzah Olshop Clothing Store in Lamongan. This study uses a quantitative approach with a survey method. Data were collected by distributing questionnaires to consumers who had made purchases at Faizzah Olshop. The number of samples in this study was 90 respondents , with a saturated sampling technique. Data analysis was carried out using multiple linear regression with the help of SPSS. The results showed that product quality, price, promotion, and service quality simultaneously had a significant effect on purchasing decisions. Partially, the four variables also had a significant effect on purchasing decisions. Among all variables, service quality is the most dominant factor in influencing consumer purchasing decisions. The coefficient of determination (R²) value of 0.792 indicates that 79.2% of the variation in purchasing decisions can be explained by the four variables, while the rest is influenced by other factors outside this research model. These findings imply that improving service quality, appropriate pricing, effective promotion, and consistent product quality are very important to improve consumer purchasing decisions.