PENGARUH KUALITAS PRODUK, HARGA, PROMOSI DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN RISOL PIONER MALANG

The purpose of this study is to determine and analyze the significant influence of product quality on purchasing decisions, price on purchasing decisions, promotion on purchasing decisions, and distribution channels on purchasing decisions. This explanatory research study involved consumers who had purchased Pioner Malang spring rolls in the past two months. The study employed a non-probability sampling method with an accidental sampling technique, with a sample size of 105 respondents. Data collection used a questionnaire with multiple linear regression analysis. The data analysis showed that product quality significantly influenced purchasing decisions, meaning consumers tend to purchase when the product quality meets their expectations. Price significantly influenced purchasing decisions, meaning that a price that is appropriate and consistent with the product can increase consumer desire to purchase. Promotion significantly influenced purchasing decisions, indicating that attractive promotional activities, particularly those involving discount offers, can stimulate consumer interest and purchase decisions. Distribution channels significantly influenced purchasing decisions, meaning that product accessibility and availability through multiple sales points facilitate customer purchase.