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JURNAL BISNIS DAN AKUNTANSI
Vol. 14, No. 2a, Is. 9, November 2012, Hlm. 123-136

EFFECT OF PRODUCT, PRICE, PLACE AND PROMOTION ON PURCHASE DECISION

WIBISONO SOEDIONO

STIE Trisakti
Fin_wang2@yahoo.com

 

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Official URL:
http://www.tsm.ac.id/JBA/JBAVOL14/EFFECT OF PRODUCT, PRICE, PLACE AND PROMOTION ON PURCHASE DECISION

ABSTRACT:

The purpose of this study is to know how the influence of product, price, place and promotion on purchase decision in Bolt Super 4G LTE mobile WiFi at Jakarta. The research design used in descriptive research and causality research. The sampling in the study was purposive sampling and uses 100 respondents. Data is used the primary data, and the methods for the analysis is regression Y= a + bX + e and multiple regression Y= a + b1X1 + b2X2 + b3X3 + ... + bnXn + e, analysis. The result this research is of product, price, and promotion have positive influence to purchase decision individually. Beside that, place have negative influence to purchase decision individualy. Product, price, place, amd promotion have significant influence to purchase decision simultaneously.

Keyword :Product, Price, place, Promotion and Purchase Decision
 
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