Pengaruh Diferensiasi, Diversivikasi dan Harga Produk Terhadap Keputusan Pembelian Air Mineral Le Mineral (Studi Kasus Konsumen Le Mineral di Kecamatan Sukodono Kabupaten Lumajang)

Abstract

This study aims to determine the effect of differentiation, diversification and price variables on the decision of buyers of Le minerale mineral water in Sukodono District, Lumajang Regency.
This research uses descriptive analysis method of multiple linear regression analysis to test the hypothesis. Methods of collecting data with a questionnaire. The number of respondents in this
study were 60 people with a simple random sampling technique. The results of this study indicate that partially, differentiation, diversification and price have no significant effect on purchasing decisions of Le Minerale in Sukodono District, Lumajang Regency. The coefficient of determination R2 shows as much as 0.222 or 22.22%. consumer purchasing decisions can be
explained by the variables of differentiation, diversification and price while the remaining 77.78% other purchasing decisions are influenced by other variables not examined in this research including product quality, promotion, and brand image.