Pengaruh Kualitas Produk, Harga, Dan Promosi Terhadap Keputusan Pembelian Kripik Singkong Pilla CV. Kembang Jaya di Lumajang

Abstract

This study aims to determine the effect of marketing mix consisting of product, price, location, and promotion to consumer purchasing decision in CV. Kembang jaya in Lumajang. Population in this research is Lumajang society that make purchasing at CV. Kembang Jaya in Lumajang. This population is heterogeneous which can be seen from the diverse age and gender with the number of 60 respondents with sampling technique nonprobability sampling. This research uses descriptive analysis method of multiple linear regression analysis hypothesis test. The results of this study indicate that the product
partially affect the purchase decisions while for price, location and promotion have no effect. Simultaneously product, price, location, and promotion have a significant positive effect to consumer purchasing decision in CV. Kembang jaya Lumajang. The result of determination coefficient of R2 shows that 37,3% of consumer purchasing decision can be explained by product variable, price, location, and promotion, while the rest 62,72% consumer purchase decision influenced by other variable not examined in this research.