Pengaruh Kualitas Produk, Harga, Lokasi, dan Promosi Terhadap Keputusan Pembelian Kecap serbaguna Di Kecamatan Kapongan Kabupaten Situbondo

Firmansyah, Anwar (2019) Pengaruh Kualitas Produk, Harga, Lokasi, dan Promosi Terhadap Keputusan Pembelian Kecap serbaguna Di Kecamatan Kapongan Kabupaten Situbondo. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

There are many soy sauce products with inovations on its product and promotion nowadays. One of them is multipurpose soy sauce from Situbondo. There are 36 soy sauce companies in East Java, thus making the competition growing increasingly competitive and therefore it is necessary to do research on marketing in Kapongan, Situbondo regency. This research aims to determine the influence of product quality, price, location and promotion towards buying decision of multipurpose soy sauce partially and simultaneously in Kapongan, Situbondo Regency. The Independent variable in this research were quality product (X1), price (X2), location (X3), and promotion (X4). The dependent variable were buying decision (Y). Population in this research were consumers who buy and consume of Multipurpose soy sauce in Kapongant and taken by using Cluster sampling technique of 50 respondents. The analysis was using multiple linear regresion. The result of the test shows that (1) price and location variable partially are significant toward buying decision, however product quality and promotion are non significant toward buying decision. (2) product quality, price location and promotion are simultaneously significant toward buying decision.

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