PENGARUH PRODUK, HARGA, SALURAN DISTRIBUSI, DAN PERIKLANAN TERHADAP KEPUTUSAN PEMBELIAN KUKUBIMA ENER-G

Abstract

The industry of energy drink has developed rapidly in Indonesia. It encourages the producer of energy
drink either local or international to compete to penetrate to the Indonesia market, including PT. Sido
Muncul through their product Kuku Bima Ener-G. The purchasing decision of energy drink of Kuku
Bima Ener-G can be influenced by product, price, distribution channel, and advertisement. This
research is meant to find out the influence of product, price, distribution channel and advertisement
to the purchasing decision of Kuku Bima Ener-G on all students of STIESIA Surabaya. The technique
uses non random sampling. The research data has been collected based on questionnaires which have
been filled in by the respondents as many as 100 people. Meanwhile, the analysis technique has been
done by using multiple linear regressions analysis. In this research, significant means right it is not
based on accidental. It has been found from the result of t test that the significance level of product,
price, and distribution channel and advertisement variables to the purchasing decision of Kuku Bima
Ener-G on students of STIESIA is less than 0.05, so that partially the independent variable has
significant influence to the dependent variable i.e. purchasing decision. And the company is expected
to keep product, price, distribution channel, advertisement in order to make it in accordance with the
needs and the desire which has been expected by the customers.

Keywords: product, price, distribution channel, advertisement , purchasing decision.