Date: 23-11-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HELM MERK INK STUDI KASUS PADA MAHSISWA STIE MALANGKU?E?WARA

Detail
Author DJAĺFAR SODIQ ALAUDIN
Category Manajemen Pemasaran

Abstract

This research is to find out and analyze the influence of products, prices and promotions on purchasing decisions of INK brand helmets at STIE Malangkušešwara Malang. In this study, using a sample of 100 students. This type of research uses quantitative by processing data obtained from questionnaires after first being transformed into numeric data (numbers) using a liquid scale. The data is processed using SPSS 22 software. The analysis used is multiple linear analysis. From the results of the coefficient of determination obtained is 0.684 and the magnitude of the influence of product, price, and promotion on the purchase decision of INK helmet brand in STIE Malangkušešwara Malang is 68.4%. seen at ? = 0.05 / by 5%. Significant probability is much smaller than 0.05, which is 0,000 5 0,05, so the regression model can be said that in this study products, prices, and promotions simultaneously have a significant effect on purchasing decisions. So the hypothesis in this study (H1) was received.