PENGARUH PRODUK, HARGA, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Buying decision is a comsumer’s activity in buying and consume some product or service in order to fill their needs and wants. Therefore, this research aimed to find out how big the effect of product, price, location, and promotion on buying decision. The population was some customers of Hi Coffee, Surabaya. While, the data collection technique used non-probability sampling, in which the sample was accidentally chosen. In line with, there were 100 respondents as sample. Moreover, the data analysis technique used multiple linear regression. The research result concluded product had positive and significant effect on buying decision. it happend as consumers would be satisfied with good quality product. Likewise, price had positive and significant effect on buying decision. This meant, as the product had suitable price with is quality and quantity, more consumers would have bigger buying decision. Furthermore, location had positive and significant effect on buying decision. In other words, consumer’s buying desicion would be increased with a better and strategic location. Additionally, promotion had positive and significant effect on buying. In other words, the wider the promotion’s area with better its quality, the quicker buying decision would be made. In brief, Hi Coffee was expected to maintain and incfrease every strategy of product, price, location, and promotion since they affected consumers to have its buying decision.
Keywords: product, price, location, promotion, buying decision