PENGARUH PROMOSI PRODUK, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA VARIASI SMART TV MEREK LG

The increasingly tight business world competition, especially from companies with similar products, companies are increasingly required to move faster in attracting consumer attention, including in the selection of electronic products. The purpose of this study was to test the effect of promotion, product quality and service quality on consumer purchasing decisions for LG brand Smart TV variations. The sample in this study used purposive sampling where the number of samples in this study was 110 respondents.The non-probability sampling method used was purposive sampling, the data obtained were analyzed by classical assumption tests, namely normality tests, hypothesis tests, namely T tests and simultaneous tests, namely F tests to find out the answers to the research hypotheses. Results: Product quality (X2) has a significant effect on purchasing decisions (Y) indicated by the results of the partial regression coefficient test with a p-value of 0.00 <0.05, so that the H2 hypothesis is accepted. Service quality (X3) has a significant effect on purchasing decisions (Y) indicated by the results of the partial regression coefficient test with a p-value of 0.00 <0.05, so that the H3 hypothesis is accepted. Promotion (X1), product quality (X2) and service quality (X3) have a positive simultaneous effect on purchasing decisions (Y) indicated by the simultaneous regression coefficient test with a p-value of 0.00<0.05 Kata kunci : Product Quality, Service Quality, Promotion Quality, Purchasing Decisions