The Influence of Promotion, Product Quality, and Price on Consumers' Purchase Decisions: Evidence from SUKO Brand at Matahari Department Store Tunjungan Plaza Surabaya
Abstract
The rapid growth of the fashion retail industry has intensified market competition, requiring companies to implement effective marketing strategies to influence consumers' purchase decisions. This study aims to examine the effects of promotion, product quality, and price on consumers' purchase decisions for the SUKO Brand at Matahari Department Store Tunjungan Plaza Surabaya. A quantitative research approach was employed using a survey method. Data were collected through questionnaires distributed to 100 respondents selected using an accidental sampling technique. The collected data were analyzed using multiple linear regression with IBM SPSS Statistics. The results indicate that promotion, product quality, and price each have a positive and significant effect on purchase decisions, with significance values of 0.000, 0.023, and 0.000, respectively. Simultaneously, these three variables significantly influence purchase decisions (Sig. = 0.000), explaining 72.9% of the variance in consumers' purchase decisions. Among the independent variables, promotion has the strongest influence, with a standardized beta coefficient of 0.536. These findings suggest that strengthening promotional strategies while maintaining product quality and competitive pricing can effectively enhance consumers' purchase decisions for the SUKO Brand.
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