PENGARUH PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

PENGARUH PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

• By Indriyani, Furi;
• Jurnal Nasional Tidak Terakreditasi
• 237
• 20-31

The purpose of this research is to study the influence of product, price, promotion and location on customer purchase decision towards PapaPia Bogor partially and simultaneously. This research involves 100 respondents as the costumer of PapaPia. Respondent determination used nonprobability sampling method that is purposive sampling technique. Data were collected through questionnaire. Then the result of questionnaire will be analyzed by SPSS statistics, which are validity test, reliability test, and multi regression analysis. From the analysis results can be carried out regression equation: KP = 7,400 + 0,448 Prd+ 0,441 Hrg + 0,222 Pm + 0,353 Lk. Product variable (Prd) has the most influence to purchase decision (KP) of 0,448, price variable (Hrg) of 0,441, location variable (Lk) of 0,353 and promotion variable (Pm) of 0, 222. Hypothesis testing using t-test showed that all of four independent variables proved positively and significantly influence to the dependent variable. Through F-test it is found that product, price, promotion and location have significant influence towards purchase decision simultaneously. In multiple regressions, the value of Adjusted R Square is 0,820 which mean all the independent variables (product, price, promotion and location) contributed 82% to dependent variable (purchase decision).

• Katakunci product, price, promotion, location, and purchase decision
• URL http://jurnal.pnj.ac.id/index.php/ekbis/issue/view/74
• Penerbit Jurnal Ekonomi & Bisnis Politeknik Negeri Jakarta, Jakarta Jakarta

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