PENGARUH PRODUK (PRODUCT), HARGA (PRICE), TEMPAT (PLACE), PROMOSI (PROMOTION), KONDISI FISIK (PHYSICAL EVIDENCE), PROSES (PROCESS), DAN ORANG (PEOPLE) TERHADAP KEPUTUSAN PEMBELIAN PRODUK ORIFLAME DI KOTA SURAKARTA

Abstract

In this study the authors have a goal to determine the influence of product, price, place, promotion, physical evidence, process, and people against the purchase decision of oriflame product in the city of Surakarta either partially or simultaneously. Hypothesis in this research are: product, price, place, promotion, physical evidence, process, and people against the purchase decision of oriflame product in the city of Surakarta either partially or simultaneously. In this study the population is all consumers of Oriflame members in the city of Surakarta, using primary data in the form of questionnaire method from a sample of 100 respondents. Data analysis used in this study is multiple linear regression test, t test, F test and test coefficient of determination. The analysis result show that multiple linear regression Y = -13,432 + 0,391X₁ + 0,245X₂ + 0,341X₃ + 0,473X₄ + 0,285X₅ + 0,290X₆ + 0,292X₇. The result of the t test states that the product (X₁) has a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 3.486>1.986. For price (X₂) significant effect on purchasing decision (Y) with t_hitung>t_tabel which is 2.182>1.986. Place (X₃) has a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 4.468>1.986. Promotion (X₄) has a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 3.408>1.986. Physical evidence (X₅) have a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 2.543>1.986. The process (X₆) has a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 2.173>1.986. People (X₇) have a significant effect on purchasing decisions (Y) with t_hitung>t_tabel which is 2.211>1.986. Based on the F test stated that simultaneously the independent variables (X₁, X₂, X₃, X₄, X₅, X₆, X₇) significantly influence the dependent variable (Y) with F_hitung>F_tabel that is 78,641>2,20. The results of the Determination Coefficient (R²) were obtained at 0,846 or 84,6%, so the contribution of the independent variable to the dependent variable was 84,6% while the remaining 15,4% was influenced by other factors not included in this regression.