PENGARUH HARGA, PROMOSI, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN(STUDI KASUS: KONSUMEN PRODUK AMDK MEREK “ELIF” DI TOKO DAYOH KOTA TANGERANG)

Abstract

Bottled drinking water plays a vital role in promoting public health and enhancing overall productivity. As a key element in supporting a healthy lifestyle, the quality of mineral water consumed by society serves as a major indicator of balanced living. Given this significance, the factors that influence consumer decisions in purchasing bottled water particularly price, promotion, and product quality deserve closer examination. Building on existing research, factual data, and observed research gaps especially regarding whether price and product quality truly affect purchasing behavior this study aims to investigate and analyze the influence of three main variables: (1) whether price has a partial or simultaneous effect on purchasing decisions for ELIF bottled water (AMDK), (2) whether promotion affects these decisions either individually or collectively, (3) whether product quality influences purchase behavior independently or in combination with other variables, and (4) whether price, promotion, and product quality together significantly impact purchasing decisions for the ELIF brand. The findings demonstrate that all three factors price, promotion, and product quality play substantial roles in shaping consumer choices at Dayoh Store, Tangerang City. Among these, price was identified as having the most dominant influence, followed by promotion and then product quality. This research employed a quantitative approach, using accidental sampling to collect data from 100 respondents who had purchased and consumed ELIF brand bottled water (600ml). These respondents were selected based on chance encounters and voluntarily provided their contact information to receive a Google Form questionnaire. The collected data was processed using SPSS version 23.0.