Pengaruh Produk, Harga dan Promosi Terhadap Keputusan Membeli Mie Instan Merek Indomie di Desa Kemiri Kecamatan Kebakkramat Kabupaten Karanganyar

Dyah Ramadhani, DR and Yofhi Septian Panglipurningrum, YSP (2021) Pengaruh Produk, Harga dan Promosi Terhadap Keputusan Membeli Mie Instan Merek Indomie di Desa Kemiri Kecamatan Kebakkramat Kabupaten Karanganyar. AUB PRESS.

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Abstract

The purpose of this study aims to determine the effect of products, prices and promotions on the decision to buy Indomie brand instant noodles in Kemiri Village, Kebakkramat District, Karanganyar Regency. The population in this study was the community of Kemiri Village, Kebakkramat District, Karanganyar Regency with 2,958 people. The sampling technique used was purposive sampling and a sample of 100 respondents was obtained.The analysis technique in this study consisted of instrument testing, classic assumption test, multiple linear regression. Based on the results of the regression equation it can be concluded that product variables, prices and promotions have a positive effect on buying decisions. The results of the t test can be concluded that the products, prices and promotions are not all these variables have a significant influence on buying decisions. Product variables and prices have a significant effect on buying decisions, while promotion variables have no significant effect on buying decisions. The F test results show that product variables, prices and promotions together have a significant effect on buying decisions. The results of the coefficient of determination test R2 product variables, prices and promotions can influence the decision variables to buy Indomie brand instant noodles by 48.4% while the remaining 51.6% is influenced by other variables outside of this study. Keywords: Buying Decisions, Products, Prices and Promotions

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