Pengaruh Kualitas Produk, Harga, dan Promosi Terhadap Pembelian Tas Longchamp Di Kalangan Mahasiswi Di Kota Malang

The growth of the fashion industry among female university students has increased demand for branded bags, including Longchamp. Despite its simple and elegant design and strong brand image, Longchamp faces challenges related to consumer reviews on product quality and price suitability. This study aims to analyze the influence of product quality, price, and promotion on purchasing decisions of Longchamp bags among female students in Malang City. A quantitative approach was employed using a survey method, with questionnaires distributed to 100 respondents selected through purposive sampling. Data were analyzed using multiple linear regression with SPSS. The results show that product quality, price, and promotion all have a positive and significant effect on purchasing decisions. Among these variables, promotion was found to be the most dominant factor. These findings highlight that an effective marketing strategy combining consistent product quality, competitive pricing, and effective digital promotion can enhance purchasing decisions and strengthen brand competitiveness in the student fashion market.