ANALISIS PERANAN PROMOSI, HARGA, LOKASI, DAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PT DJARUM DI KABUPATEN WONOGIRI

Eksan Budianto, Dewi Pujiani

Abstract


This research aims to determine the effect of product, price promotion, and place on purchasing decisions on Djarum Cigarette consumers in Wonogiri Regency. This research is a correlational research using a survey method with a questionnaire instrument. The instrument validity value is 0.911 and the reliability is 0.954. The research subjects used were buyers of Djarum Cigarettes in Wonogiri Regency, amounting to 50 people. The data analysis technique used the F test at the 5% level. The results showed that the significance test of the coefficients was carried out by consulting the calculated F value of 13,290 > F table (2.58) at the 5% significance level and Ry(x1.x2.x3.x4) = 0.736 > R(0.05)(18) = 0.243, meaning that the coefficient is significant. Thus the hypothesis which reads "analysis of promotions, prices, places and products, affect purchasing decisions can be accepted.


Keywords


Promotion, Price, Location, Product, Purchase Decision

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