The purpose of this research is to: 1) Know the effect of product quality, price, service and promotion to consumer decision in buying Sari Roti product. 2) Knowing the quality of products, prices, services and promotions, which variables have a dominant influence on consumer decisions in buying Sari Roti products, as well as things that are considered important for consumers in these factors. The population in this study is all consumers Wardah in District Purwodadi who ever decided to buy Wardah. The sample used in this study amounted to 100 respondents with purposive sampling technique and quisioner decision to consumer wardah.
The results of the initial analysis conducted indicate that the indicator used is valid to measure the variables that exist. The results of the next analysis found that of the four variables used in this study, promotion became the most dominant variable in influencing purchasing decisions with regression coefficient of 0.397 followed by product quality variables with regression coefficient of 0.318 and promotion variable with regression coefficient of 0.260. The result of analysis also shows that the three variables used in this research can explain 51,3% of variation of purchasing decision, while the remaining 48,7% is explained by other factors not used in this research.
Keywords: Product Quality, Price, Promotion, Purchase Decisio
