ABSTRAK
Way Naldy. 20200510323. Pengaruh Kualitas Produk, Harga dan Promosi
Terhadap Keputusan Pembelian Minuman Teh Botol Sosro ( Survei Pada
Konsumen Teh Botol Sosro Di Kabupaten Kuningan). Program Studi
Manajemen. Fakultas Ekonomi Dan Bisnis. Universitas Kuningan. 2024.
Pembimbing I: Dr. Dadang Suhardi, S.E., M.M. Pembimbing II: Wely Hadi
Gunawan, S.E., M.M
Tujuan penelitian ini untuk mengetahui apakah ada pengaruh kualitas produk, harga
dan promosi terhadap keputusan pembelian minuman teh botol sosro (survei pada
konsumen Teh Botol Sosro di Kabupaten Kuningan). Jenis penelitian ini kuantitatif
deskriptif dan verifikatif. Populasi dalam penelitian ini adalah konsumen teh botol
sosro di Kabupaten kuningan. Sampel dalam penelitian ini sebanyak 100
responden. Teknik sampling menggunakan metode non probability sampling.
Dalam mengumpulkan data menggunakan teknik angket. Skala angket yang
digunakan berupa skala interval 1-10. Analisis data menggunakan analisis regresi
linear berganda yang dibantu dengan aplikasi SPSS 25. Hasil penelitian ini
menunjukan bahwa : (1) Kualitas Produk, Harga dan Promosi secara simultan
berpengaruh terhadap Keputusan Pembelian. (2) Kualitas Produk berpengaruh
positif dan signifikan terhadap Keputusan Pembelian. (3) Harga berpengaruh positif
dan signifikan terhadap Keputusan Pembelian. (4) Promosi berpengaruh positif dan
signifikan terhadap Keputusan Pembelian.
Kata Kunci : Kualitas Produk, Harga, Promosi, Keputusan Pembeli

ABSTRACT
Way Naldy. 20200510323. The Influence of Product Quality, Price And
Promotion on Purchasing Decision Of Sosro Bottled Tea (Survey on Consumers of Sosro Bottled Tea In Kuningan Regency). Management Studies Program. Faculty Of Economics And Business. Kuningan University. 2024. Mentor I: Dr. Dadang Suhardi, S.E., M.M. Mentor II: Wely Hadi Gunawan, S.E., M.M
The purpose of this study was to determine whether there is an influence of product quality, price and promotion of the purchase decision of beverage Sosro Bottled Tea (Survey on Consumers of Sosro Bottled Tea In Kuningan Regency). This type of research quantitative descriptive and verification. The population in this study is a consumer of Sosro Bottled Tea in kuningan Regency. The sample in this study as many as 100 respondents. The sampling technique uses the non-probability sampling method. In collecting data using questionnaire techniques. Questionnaire scale used in the form of scale interval 1-10. Data analysis using multiple linear regression analysis assisted by the application of SPSS 25. The results of this study showed that: (1) product quality, price and promotion simultaneously affect the purchase decision. (2) product quality has a positive and significant effect on purchasing decisions. (3) price has a positive and significant effect on purchasing decisions. (4) promotion has a positive and significant effect on purchasing decisions.
Keywords : Product Quality, Price, Promotion, Purchase Decision