Analisis Pengaruh Harga dan Atribut Produk Masker Terhadap Keputusan Pembelian Masker Di Kecamatan Kota Lumajang

Abstract

Purchasing decisions are related to the decision making process to choose a product from several alternative choices made by a customer. The increase in the price of masks in the pandemic era and various attributes on masks on purchasing decisions for masks in Lumajang City District. In this study using quantitative methods. The data in this study were obtained through observation and questionnaires. Questionnaires were distributed by distributing questionnaires to mask customers at Venus, Alfamart, Indomaret and Manjur Jaya pharmacies in Lumajang City District. The sampling technique used in this study is nonprobability sampling using purposive sampling as a sampling technique. The number of research respondents in study were 60 respondents. The research data that has been collected is then analyzed using multiple linear regression analysis. From the test results in this study indicate that the price and product attributes do not have a significant influence on the purchasing decisions of masks made by customers either in stores or in pharmacies. The increase in mask prices and various mask product attributes such as mask styles and designs are no longer a customer consideration when buying masks, because masks have become a mandatory requirement for the community.