Pengaruh Harga, Lokasi Dan Promosi Terhadap Keputusan Pembelian Nasi Kebuli Aslam Matjar (Studi Pada Konsumen Umkm Nasi Kebuli Aslam Matjar Jombang)

Abstract

Abstract

 

The aim of this research is to describe price, location, promotion To make judgments about what to buy, as well as to assess the impact of price, location and promotion on decisions about purchases, either in part or completely at once.

This study approach makes use of quantitative techniques and the Explanatory research is a form of study.

The sample for this research was 75 consumers of Nasi Kebuli Aslam Matjar MSMEs.

To acquire precise and comprehensive information, this research uses a technique for gathering data via a questionnaire. The tool utilized for data analysis was  testing, normality testing, utilizing traditional assumptions, multiple linear regression analysis, and hypothesis testing IBM SPSS Statistics 23 for Windows.

The outcomes of this research show that price, location and promotion simultaneously influence consumer purchasing decisions for Nasi Kebuli Aslam Matjar Jombang MSMEs. Meanwhile, partially, price influences purchasing decisions, location has no influence on purchasing decisions and promotions influence purchasing decisions of Nasi Kebuli Aslam Matjar MSME consumers.

 

Keywords: Price, Location, Promotion and Purchasing Decisions.