Strategi Pemasaran Terhadap Keputusan Pembelian Produk Make Up Emina Di Kabupaten Lumajang

Abstract

A company in a business must surely have a marketing strategy in attracting consumer attention to decide to buy a product that's running. A factor that can influence purchasing decisions against consumers is the product, price, promotion and location. The study aims to determine how much the product, price, promotion and location influence the purchasing decision, both partially and simultaneously. This research uses primary data obtained from the results of consumer-oriented questionnaire loading on emina makeup products in Lumajang Regency. The sample technique used in this research is Purposive Sampling. Based on a predetermined criteria, the sample count is 75 respondents. Method of analysis used quantitative method with double linear regression analysis. This research shows that partially products, prices and promotions have significant influence on purchasing decisions, while the location has no significant influence on purchasing decisions. Simultaneously product, price, promotion and location significantly influence purchasing decisions. Whereas the R Square value on this study is 65.3% indicating that product, price, promotion and location contributions to the purchase decision are 65.3%, while the remaining 34.7% are influenced by other variables not included in this study.