THE EFFECT OF PRODUCT QUALITY, PRICE, AND PROMOTION ON THE PURCHASE DECISION OF GOLD LABEL WHIP CREAM at PT. RICH'S PRODUCT INDONESIA

ABSTRACT Researchers conduct research to analyze and determine the effect of Product Quality, Price, and Promotion on Purchase Decisions Rich's Gold Label Whip Cream at PT. Rich's Product Indonesia, using quantitative descriptive method. According to the survey, the customer population of the at Medan city's Rich Gold Label Whipped Cream is 200 people. The sample obtained 133 customers and tested the validity and reliability of 30 respondents. Simple random sampling method used for sampling. The test is done by using multiple linear regression analysis technique. The results of data testing indicate that, Product Quality, Price, and Promotion as a whole have a significant and significant effect on the Purchase Decision of Gold Label Whip Cream products at PT. Rich's Products Indonesia. The results of the research are Product Quality of 17,159 significant 0,000 which has a partial effect on Purchase Decisions, Price of 2,503 significant 0,014 has partial effect on Purchase Decisions, and Promotion of 2,947 significant 0,004 partially affects Purchase Decisions. Product quality, price and promotion of 104,241 significant value of 0,000 is simultaneously have a relevant effect on purchasing decisions.  Keywords: Product Quality, Price, Promotion, Purchase Decision.