ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN MIE INSTAN INDOMIE DI TENGGARONG SEBERANG

Abstract

The objectives of this research are: 1) To determine and analyze the influence of products on purchasing decisions for Indomie Instant Noodles in Tenggarong Seberang. 2) To find out and analyze the influence of price on purchasing decisions for Indomie Instant Noodles in Tenggarong Seberang. 3) To find out and analyze the influence of promotions on purchasing decisions for Indomie Instant Noodles in Tenggarong Seberang. 4) To find out and analyze the influence of place on purchasing decisions for Indomie Instant Noodles in Tenggarong Seberang. 5) To find out and analyze the influence of product, price, promotion and place together on purchasing decisions for Indomie Instant Noodles in Tenggarong Seberang.

This research was conducted only on consumers of Indomie Instant Noodles in Tenggarong Seberang. 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.

The research results show that 1) Product variables have a significant effect on purchasing decisions. 2) The price variable has a significant effect on purchasing decisions. 3) Promotion variables have a significant effect on purchasing decisions. 4) Place variables have a significant effect on purchasing decisions. 5) Product, price, promotion and place variables together have a significant influence on purchasing decisions