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The Purchasing Decision Factors in Terms of Product, Price, Location and Promotion at UMKM Pia Mahen Gempol


Faktor Keputusan Pembelian Ditinjau dari Produk, Harga, Lokasi dan Promosi pada UMKM Pia Mahen Gempol

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DOI:

https://doi.org/10.21070/ups.1661

Keywords:

product, Price, Location, promotion, Purchase Decisions

Abstract

Gempol is an area in Pasuruan, East Java, which has SMEs engaged in snacks, namely Pia Cake, in which there is Pia Village which has many Pia cake entrepreneurs, but Pia Mahen MSMEs are the most superior in Pia Village. This study aims to find out how product factors, prices, locations and promotions affect purchasing decisions at UMKM Pia Mahen Gempol. This research is a quantitative research with an associative approach. The population in this study is consumers who make purchases at Pia Mahen Gempol UMKM. The data collection technique used a questionnaire with 96 respondents. The data analysis technique used the SPSS 26 tool which consisted of validity testing, reliability testing, classical assumption testing, hypothesis testing and multiple regression analysis. The research results obtained from this study indicate that product, price, location and promotion have a positive and significant effect on purchasing decisions

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2023-07-12

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