PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PADA TOKO APPLEPEDIA KOTA SAMARINDA

Abstract

The research aims to test the effect of product and price. Promotions and people's decision to purchase iPhone accessories at the Applepedia HP Store in Samarinda City. With a total research sample of 96 respondents consisting of consumers who have purchased HP and iPhone accessories products at the Samarinda Applepedia Store. This research uses analytical tools with multiple linear regression, instrument tests and classical assumption tests, and correlation and determination as well as hypothesis tests, namely the t test and model feasibility test (F).

The research results show that based on the F test or simultaneously (together) the product, price, promotion and person variables have a positive and significant effect on purchasing decisions. Based on the t test or partial, the product variable does not have a positive and significant effect on purchasing decisions because there are still different opinions about the products being bought and sold at the Applepedia store in Samarinda city, the price variable does not have a positive and significant effect on purchasing decisions because of the price given. even though it is a little expensive, it is not a problem for consumers to come and buy the product, which means that price is not a factor in purchasing decisions at that place, the promotion variable does not have a positive and significant effect on purchasing decisions because consumers in making purchasing decisions do not really judge the promotion method but rather from the other variables, the person variable has an influence and significance on purchasing decisions because the people or employees of the Samarinda Applepedia store provide friendly and polite service, the employees also provide information about the products being sold according to consumer wishes and the information provided to consumers is very useful and trustworthy and makes Consumers feel very comfortable in making purchasing decisions, so sales of accessories at the Applepedia store in Samarinda City have increased.