PENGARUH HARGA KOMPETITIF, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN CV INTEGRITY PANGKALPINANG

Abstract

General in consumers follow a process or stage in decision making, there are five stages, namely: problem recognition, information disbursement, alternative evaluation, purchasing decisions and pacapelian buying behavior. Price is what consumers (buyers) have to get for a product, promotion is planning, implementing, and controlling communication from an organization to consumers and other targets. The function of promotion in the marketing mix is to achieve various objectives of communication with each consumer. Location is a marketing mix tool that includes various activities carried out by the company to make products available and available to customers / targets.

This study purpose to determine the effect of simultaneous competitive prices, promotions and locations on purchasing decisions, the effect of partial competitive prices, promotions and locations on customer satisfaction.

The data analysis used in this study is multiple regression analysis, the coefficient of determination (R²) is 0.616, which means that 61.6% of the variation in purchasing decisions can be explained by competitive prices, promotions and location, while 38.4% comes from factors others not examined in this study. The results of the F test obtained a calculated F value of 51.319 greater than F table 3.091 or the significance of 0,000 <α (0.05), thus the hypothesis states that the competitive price variable, promotion and location together influence the purchasing decision. Based on the t test that the competitive price variable, promotion and location have an influence on purchasing decisions