Panorama Nusantara
Vol 15 No 1 (2020): PANORAMA NUSANTARA

PENGARUH PROMOSI, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP DI MAL KOTA KASABLANKA

Darwin Raja Unggul Saragih (STIE Pariwisata Internasional)
Ricky Talumantak (STIE Pariwisata Internasional)
Nurul Zahra (STIE Pariwisata Internasional)

Article Info

Publish Date
31 Aug 2020

Abstract

This study is aimed to determine the influence of promotion, price and location on buying decision. The population in this study are the buyers of The Body Shop at Kota Kasablanka Mall. The sampling technique used is purposive due to efficiency and time limitation. The method of technique used is multiple linear regression, validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test, and linearity test) while the hypothesis test includes the F test, t test, partial analysis test, and the coefficient of determination (R2). The result showed that promotion, price and location on buying decisions partially and simultaneously hjave a positive effect of buying decision.

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Journal Info
Panorama Nusantara
Website

Abbrev

panoramanusantara

Publisher

Universitas Asa Indonesia

Subject

Economics, Econometrics & Finance

Description

Jurnal ilmiah yang mempublikasikan hasil penelitiaan mahasiswa dan dosen S1 Manajemen Universitas Asa Indonesia, dan yang menjadi scope jurnal ini adalah manajemen pemasaran, manajemen keuangan, manajemen operasional bisnis, dan manajemen SDM Terbit 2 kali dalam 1 tahun, yaitu Juni dan ...