ANALISIS PENGARUH PRODUK, HARGA, DISTRIBUSI, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN SERTA IMPLIKASINYA PADA KEPUASAN PELANGGAN

Abstrak

The purpose of this study to determine how the product, price, distribution, promotion, purchasing decisions, and customer satisfaction and how much influence the product, the price, the distribution, and promotions on consumer purchasing decisions and how much the influence purchasing decisions to satisfaction. This research is a census, the number of objects in a population of 48. The research method used in this research is descriptive analysis method. The data analysis technique used is the technique of correlation analysis and path analysis techniques. Correlation analysis techniques to determine the relationship between variables, while the technique of path analysis to determine how much influence the independent variables on the dependent variable. The software used to process and analyze the data of this study was SPSS version 19.0. The results showed that the variable conditions of the product, price, distribution, promotion and purchasing decisions included in both categories, while customer satisfaction variables included in the category quite well. The final result showed the product, the price, the distribution, and promotion of the variable purchase decisions by 25.95%, 21.37%, 19.02% and 18.36%. Simultaneous effect of products, pricing, distribution, and promotion of the purchase decision variable is 84.70%. While variables influence the purchase decision of the customer satisfaction is at 87.60%. 

Keywords: product, price, distribution, promotion, purchasing decisions, customer satisfaction.