ANALISIS PENGARUH PERSEPSI KUALITAS PRODUK, HARGA DAN PROMOSI ONLINE MELALUI INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PADA OUTLET KANG SAYUR KOTA PROBOLINGGO

This research aims to analyze the influence of product quality perception, price and online promotion through Instagram on purchase decisions at Kang Sayur outlets in Probolinggo City. This data was obtained through a survey using a google form questionnaire on 120 consumer respondents of the Kang Sayur Probolinggo Outlet using a quantitative method and using a purposive sampling technique on the consumers of the Kang Sayur outlet in Probolinggo City. The data analysis technique uses a multiple regression analysis equation model using SPSS 25. The findings of this research show that the perception of product quality, price, and online promotion affect decisions based on the results of multiple linear regression shows that the variable of product quality perception obtained a result of 0.471 while the variable of price perception was only 0.185 and the variable of online promotion was 0.329. The results show that the purchase is positive and significant while the f test shows that the perception of product quality, price, and online promotion.