Analisis Faktor Kualitas Produk Dan Promosi Yang Mempengaruhi Pengambilan Keputusan Konsumen Dalam Memilih Brand Fashion H&M Di Grand Indonesia Jakarta Pusat = Analysis Factor Of Quality Product And Promotion Influencing Consumer Decision Making In Choosing H&M Fashion Brands In Grand Indonesia Central Jakarta

Surbakti, Clara Shinta and Tobing, Fenny BNL and Simanjuntak, Ramot (2022) Analisis Faktor Kualitas Produk Dan Promosi Yang Mempengaruhi Pengambilan Keputusan Konsumen Dalam Memilih Brand Fashion H&M Di Grand Indonesia Jakarta Pusat = Analysis Factor Of Quality Product And Promotion Influencing Consumer Decision Making In Choosing H&M Fashion Brands In Grand Indonesia Central Jakarta. fundamental management journal. (Unpublished)

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Abstract

This research aims to determine the product quality and promotion factors that influence consumer decision making in choosing H&M fashion brands. Population that used in this research was a buyer of H&M fashion brand numbering 100 respondents. Methods used in this research is validity and reliability instrument test, determination coefficient test, t test and f test. Research data mixed use microsoft excel and software spss 22. Variable free of this research is product quality (X1) and promotion (X2). Variable attached to this research is purchasing decisions (Y). This research result indicates that product quality and promotion have a partial effect on purchasing decisions. product quality and promotion have a simultaneously affect on purchasing decisions. Variable free that has an effect most dominant on variables bound was a factor of quality products. Keywords: Quality product, promotion and purchasing decisions

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