PENGARUH HARGA, PROMOSI DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK INDOMIE (STUDI KASUS PADA KONSUMEN DI KABUPATEN SUKABUMI 2024)

This study aims to analyze the influence of price, promotion, and product quality on the purchasing decision of Indomie instant noodles among consumers in Sukabumi Regency. The research used a quantitative approach with descriptive and causal methods. Data were collected through questionnaires distributed to respondents who had consumed Indomie at least three times in the past month. The data were analyzed using multiple linear regression. The results indicate that price, promotion, and product quality simultaneously have a significant effect on purchasing decisions. However, partially, only price and promotion have a significant effect, while product quality does not show a significant influence. These findings suggest that pricing and promotional strategies play a more crucial role than product quality in shaping consumer purchasing decisions in the region.

Keywords: Price, Promotion, Product Quality, Purchasing Decision, Indomie, Sukabumi.
This study aims to analyze the influence of price, promotion, and product quality on the purchasing decision of Indomie instant noodles among consumers in Sukabumi Regency. The research used a quantitative approach with descriptive and causal methods. Data were collected through questionnaires distributed to respondents who had consumed Indomie at least three times in the past month. The data were analyzed using multiple linear regression. The results indicate that price, promotion, and product quality simultaneously have a significant effect on purchasing decisions. However, partially, only price and promotion have a significant effect, while product quality does not show a significant influence. These findings suggest that pricing and promotional strategies play a more crucial role than product quality in shaping consumer purchasing decisions in the region.
Keywords: Price, Promotion, Product Quality, Purchasing Decision, Indomie, Sukabumi.