PENGARUH PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK ORIFLAME

Abstract

The more competitive the competition between personal care and cosmetics industry. Make consumers should be more intelligent and selective in choosing the product to buy. This research aims to determine and examine the influence of product, price, promotion and location to consumer purchasing decision of Oriflame product at School of Economic of Indonesia (STIESIA) Surabaya. The population in this research is the student of School of economic of Indonesia (STIESIA) Surabaya. The sample technique that used in this research is purposive sampling. Based on the criteria that have been determined then obtained number of the samples is 98 respondents. In this research, the researchers used quantitative data analysis techniques, including model feasibility tests, multiple regression tests and significance tests. From the feasibility test of the model, the value of significance is less than 0,05 0.000. While the result of t test of each independent variable shows significance value less than 0,05. The results of the research indicates that simultaneously or partially the product, price, promotion and location variables have positive and significant influence on the purchase decision variable. This means that increased purchasing decisions include influencing product variables, prices, promotions and locations.
Keywords: Product, Price, Promotion,Location and Purchase Decision.