PENGARUH PRODUK, HARGA, SALURAN DISTRIBUSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN HANDPHONE SAMSUNG A52S DI KOTA SAMARINDA

Riski Yandi Fadillah Catur Kumala Dewi Nurfitriani 3

Abstract


The objectives of this research are: 1 To determine and analyze the influence of products on purchasing decisions for the Samsung A52s cellphone in Samarinda City. 2) To find out and analyze the influence of price on purchasing decisions for the Samsung A52s cellphone in Samarinda City. 3) To find out and analyze the influence of distribution channels on purchasing decisions for Samsung A52s cellphones in Samarinda City. 4) To find out and analyze the influence of promotions on purchasing decisions for the Samsung A52s cellphone in Samarinda City. 5) To find out and analyze the influence of product, price, distribution channels and promotions on purchasing decisions for the Samsung A52s cellphone in Samarinda City.

This research was conducted only on consumers of Samsung A52s products in the city of Samarinda. The sample taken was 96 respondents using the purposive sampling method. Data collection techniques use field research and library research. Data collection by distributing questionnaires with a Likert scale to measure each indicator. The analytical tool in this research uses multiple linear regression analysis

Keywords


Products, Prices, Distribution Channels, Promotions, Purchase Decisions

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DOI: https://doi.org/10.31293/jma.v13i2.7752

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