Pengaruh Produk, Harga, Tempat Dan Promosi Terhadap Keputusan Pembelian (Studi Kasus Pada Konsumen Waroeng Dhuro)

Abstract

Abstract

This study aims to analyze the influence of product, price, place, and promotion on consumer purchasing decisions at Waroeng Dhuro. This study uses a quantitative approach with a descriptive research type. The population in this study were all consumers who made purchasing transactions at Waroeng Dhuro, with a sampling technique using accidental sampling of 80 respondents. Data collection was carried out through distributing questionnaires using a Likert scale, while data analysis used instrument tests, classical assumption tests, multiple linear regression analysis, F tests, t tests, and coefficients of determination (Adjusted R²) with the help of the SPSS version 25 application. The results of the study indicate that product, price, place, and promotion variables simultaneously have a significant effect on consumer purchasing decisions at Waroeng Dhuro. Partially, product, price, and promotion variables have a positive and significant effect on purchasing decisions, while the place variable does not have a significant effect on consumer purchasing decisions. This study proves that marketing mix strategies, especially in the aspects of product, price, and promotion, have an important role in increasing consumer purchasing decisions in regional culinary businesses. Therefore, Waroeng Dhuro is expected to maintain product quality, set prices that are in line with consumer purchasing power, and improve promotional strategies to increase consumer interest and loyalty.

Keywords: Product, Price, Place, Promotion, Purchase Decision.