PENGARUH HARGA, KUALITAS PRODUK, PROMOSI, DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN DI RICHEESE FACTORY SURABAYA

Abstract

The success strategy of the marketing can be seen by the consumer’s decision to fulfill their needs, and so many factors which are considered by the consumers before deciding to buy. The marketing mix one is one of the important things to be considered by the consumers before deciding to do the transaction. This study aimed to analyze the effect of price, product quality, promotion, and location in Richeese Factory Manyar Surabaya. This study was classified as a quantitative research. The population of this study was the consumers who bought the product of Richeese Factory in Manyar Surabaya. The data source was primary data. It applied purposive sampling for collecting 100 respondents as the samples. The study applied multiple linear regression with SPSS program. The result of hypothesis test concluded price, product quality, promotion, and the location had a positive and significant effect on the transaction in Richeese Factory Manyar Surabaya. The determinant coefficient result (R2) 0,700 which showed 70,0% transaction decision and it explained by the variables; price, quality of the product, promotion, and location. On the other hand, the rest 30,0% affected by other variables from the outside model of this study.