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ABSTRACT:

This study aims to determine the effect of product quality, price, and promotion on purchasing decisions for Ultrajaya Teh Kotak. The location selection is in Surabaya City, determined purposively. The population is consumers of Ultrajaya Boxed Tea 300 ml packaging. Determination of the sample using purposive sampling technique. The sample taken amounted to 50 respondents. The research method uses SEM-PLS analysis. Data collection was carried out through distributing questionnaires with 51 statement criteria. The results of this study found that product quality, price, and promotion have a significant influence on consumer purchasing decisions on ready-to-drink tea in Ultrajaya Boxed Tea brand packaging. Product quality has a significant and positive influence on consumer purchasing decisions on Teh Kotak Ultrajaya. The t-statistics value is positive (3.494) and the p-value is very low (0.001). Price has a significant and positive influence on consumer purchasing decisions on Ultrajaya Tea Boxes. Positive t-statistics value (2.877) and low p-value (0.004). Promotion has a significant and positive influence on consumer purchasing decisions on Ultrajaya Tea Boxes. The t-statistics value is positive (2.083) and the p-value is quite low (0.038). Product quality is the most important factor in influencing consumer purchasing decisions, followed by promotion and price. The results of this study have important implications for companies. Companies are advised to maintain or improve the quality of their products in order to increase consumer purchasing decisions. Companies also need to consider pricing strategies that support consumer purchasing decisions and minimize the negative impact on purchase intention. In addition, companies are advised to maintain or increase their promotional efforts to maximize their impact on consumer purchasing decisions.

KEYWORDS:

Product Quality; Price; Promotion; Purchase Decision; Ultrajaya Tea Box

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