ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, PROMOTIONS AND LOCATION ON PURCHASE DECISIONS NATURAL STONE CRAFTS AT NATURAL STONE RAINBOW STONE

ANALYSIS OF THE INFLUENCE OF PRODUCT QUALITY, PROMOTIONS AND LOCATION ON PURCHASE DECISIONS NATURAL STONE CRAFTS AT NATURAL STONE RAINBOW STONE

Product Quality, Promotion, Location, Marketing Mix, Purchase Decision

Purchase Decision is the selection of various alternatives in accordance with certain interests by establishing an option that is considered the most profitable for consumers. Therefore this research was conducted to find out how product quality, location, and promotion affect Purchase Decisions. This research was conducted on 89 respondents who had made purchases at Rainbow Stone Batu Alam at least twice. The results of this study prove that product quality, location, and promotion have a significant positive effect on Purchase Decisions. Product quality variable (X1) is the most influence to Purchase Decision (Y) with coefficient value 0,30, and then follow with promotion variable (X3) with coefficient value 0,24, and location variable with coefficient value 0.13. Through F-test, it is found that product quality, location, and promotion have significant influence towards purchase decision simultaneously.

Jimmy Indomora1, J.E. Sutanto2

https://jurnal.stie-aas.ac.id/index.php/IJEBAR

2023

peri irawan

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