THE 6th INTERNATIONAL CONFERENCE ON BUSINESS AND BANKING (ICBB)

Ipung, Sri Purwanti Hery THE 6th INTERNATIONAL CONFERENCE ON BUSINESS AND BANKING (ICBB). THE 6th INTERNATIONAL CONFERENCE ON BUSINESS AND BANKING (ICBB). (Submitted)

Text The 6th ICBB Proceeding Research and Community Service.pdf Download (4MB)

Abstract

The factors that influence the decision to buy gold in Pekalongan by using the variables taken are product, price, and promotion in influencing the decision to buy gold.The population in this study were all Pekalongan people who bought gold at 5 shops (Berkah Kajen, Santoso, Cap Kendil, Kendi, and Berkah Kedungwuni) in Pekalongan, with a sample of 50 respondents. The sampling technique of this research is accidental sampling with data collection tools in the form of a questionnaire using a Likert scale. The method of regression analysis in this study is multiple linear regression.The estimation results partially show that product variables have a positive effect on purchasing decisions, price has a positive effect on purchasing decisions, and promotions have a positive effect on purchasing decisions. Meanwhile, simultaneously product, price, and promotion together have a significant effect on purchasing decisions. The value of Adjusted R Square shows the number 0.458 or 45.8%, which means that 45.8% of the independent variables can explain the dependent variable and the remaining 54.2% is explained by other variables not included in this study

Actions (login required)

View Item