PENGARUH HARGA, KUALITAS PRODUK DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK ROYAL NIGPRO HABBATUSAUDA CV. MEKAR UNGGUL NIAGA WONOSOBO

This study examines the influence of product quality, promotion, and price on the purchasing decision of Royal Nigpro Habbatussauda, a herbal product distributed by CV Mekar Unggul Niaga. The research aims to address issues related to sales fluctuations from 2021 to 2024. Using a quantitative approach, data were collected from 100 active consumers through purposive sampling. The analysis tool used in this study is multiple linear regression to identify the relationships between the variables and determine the most dominant factor affecting the purchasing decision. The results show that product quality, promotion, and price have a positive impact on purchasing decisions. Among these three variables, price proves to be the most dominant factor, indicating that consumers consider the economic aspect more when making purchasing decisions. These findings emphasize the need for a balanced strategy between price, promotion, and product quality to improve overall purchasing decisions.