Pengaruh Harga, Kualitas Produk, Promosi Dan Saluran Distribusi Terhadap Keputusan Pembelian Air Minum Dalam Kemasan (AMDK) Sijiro Di Samarinda

Abstract

The objectives of this study are: 1.) To determine and analyze the price of the purchase decision of AMDK Sijiro in Samarinda. 2.) To determine and analyze product quality on purchasing decisions of AMDK Sijiro in Samarinda. 3.) To find out and analyze promotions on the purchase decision of AMDK Sijiro in Samarinda. 4.) To find out and analyze the distribution channels of the purchase decision of AMDK Sijiro in Samarinda. 5.) To know and analyze the price, product quality, promotion and distribution channels together on the purchasing decision of AMDK Sijiro in Samarinda..

         The theory used in this research is Marketing Management. The samples taken were 96 respondents with probability sampling method. Data collection by distributing questionnaires using a Likert scale to measure each indicator. The analytical tool in this study used multiple linear regression analysis with the statistical program tool SPSS v23.

        The results showed that: 1.) The price variable has a positive and partial significance effect on the purchasing decision of AMDK Sijiro in Samarinda. 2.) The variable of product quality has a positive and partially insignificant effect on the purchasing decision of AMDK Sijiro in Samarinda. 3.) The promotion variable has a positive and partial significance effect on the purchasing decision of AMDK Sijiro in Samarinda. 4.) The distribution channel variable has a positive and partially insignificant effect on the purchasing decision of AMDK Sijiro in Samarinda. 5.) Price, product quality, promotion and distribution channel variables have a significant effect on the purchasing decision of AMDK Sijiro in Samarinda