ANALISIS FAKTOR FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN PRODUK MINUMAN CHACHAMILK TEA DI YOGYAKARTA

Septaria Luliana, Winanto Nawarcono

Abstract


ABSTRACK
This study aims to determine whether a product, place, price and promotion affect the decision pembembelian in ChaChaMilk Tea beverage products and to identify variables (product, place, price and promotion) which are the most influential on the decision pembembelian in ChaChaMilk Tea beverage products. The analytical method used in this research is quantitative analysis. In this study using 100 respondents. Sampling technique used is purposive sampling. In this study penggumpulan data is done by questionnaires, observations, interviews, and literature. Hypothesis test used is multiple linear regression. Independent variable is the product, place, price and promotion. The dependent variable is the consumer's decision.
Results from this study is the variable product has a significant influence on consumer decisions, namely 4.585> 1.984, variable place has a significant influence on consumer decisions, namely 3.039> 1.984, the price variable has a significant influence on consumer decisions, namely 2.138> 1.984 promotion variables have an influence significantly to consumer decisions, namely 3.386> 1.984 and the effect of variable products, place, price and promotion coefficient (
) of 0.633.
Keywords: Product, Price, Place, Promotion, Purchase Decision

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