PENGARUH KUALITAS PRODUK, HARGA DAN SALES PROMOTION TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi Pada Konsumen Distribution Store Inspired27)

This study aims to analyze the influence of product quality, price, and sales promotion on consumer purchasing decisions at Inspired27. The background of this research is rooted in the increasingly intense competition in the fashion industry, which requires businesses to deliver high-quality products, competitive pricing, and effective promotional strategies to attract consumer interest. The research method employed was quantitative with a survey approach. Primary data were obtained through questionnaires distributed to 160 respondents, all of whom were consumers of Inspired27. Data analysis techniques included validity and reliability tests, descriptive analysis, classical assumption tests, and multiple linear regression to determine the impact of each independent variable on purchasing decisions. The findings indicate that product quality has a positive and significant effect on purchasing decisions. This suggests that the better the quality of the products offered, the higher the likelihood of consumers making a purchase. Price also has a positive and significant impact, indicating that consumers consider price suitability with product quality and their purchasing power. Furthermore, sales promotion shows a positive and significant effect, as strategies such as discounts, special offers, and the use of social media can enhance consumer interest and decision-making. Collectively, product quality, price, and sales promotion significantly influence consumer purchasing decisions at Inspired27.