THE EFFECT OF PRODUCT QUALITY, PRICE, AND PROMOTIONS ON PURCHASE DECISIONS AT ASHALINA FLORIST, A FLOWER BOUQUET BUSINESS IN LAMONGAN CITY
Keywords:
Product Quality, Price, Promotion, Purchase DecisionAbstract
he purpose of this study is to examine how product quality, pricing, and promotions affect consumers' decisions to buy flowers from Ashalina Florist in Lamongan City. The study combined a survey method with a quantitative methodology. 152 respondents who were Ashalina Florist customers made up the research sample. Multiple linear regression, the t-test, the F-test, and the coefficient of determination (R2) were employed as data analysis approaches. The findings demonstrated that price, marketing, and product quality all significantly and favorably
influenced consumers' decisions to buy. Concurrently, purchasing decisions are also significantly impacted by the third variable. Product quality was the factor with the biggest impact. Product quality, price, and promotion were able to account for 66.2% of the variation
in customer purchase decisions, according to the coefficient of determination value of 0.662.
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Copyright (c) 2026 Amanda Azizah Nur Rochmah, Henny Mahmudah , Evi Fitrotun Najiah, Evi Yulia
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