THE INFLUENCE OF MARKETING STRATEGY ON PURCHASE
DECISIONS FOR INDOSAT OOREDOO PRODUCTS
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Institusion
Universitas Darul ulum
Author
Arifatunasikha, Febymia
Subject
Manajemen
Datestamp
2022-09-24 05:35:48
Abstract :
This study aims to analyze how much influence the product, price, promotion, and place have partially and simultaneously and to find out which independent variable is the most dominant on the decision to purchase Indosat Ooredoo's prime. The type of research used in this study is primary data and data collection techniques using survey methods with questionnaires, the number of samples in this study was 20 respondents. Data analysis in this study used multiple linear regression using the SPSS program. The results of the study based on multiple linear regression analysis using the F test, it can be concluded that the product, price, promotion and place variables have a simultaneous influence on the decision to purchase Indosat Ooredoo starter packs. The results of the T test can be concluded that the product, price, promotion, and place variables have a partial effect on purchasing decisions. It was found that the price variable had the most dominant effect on purchasing decisions. Keywords: Product, Price, Promotion, Place, Purchase Decision
This study aims to analyze how much influence the product, price, promotion, and place have partially and simultaneously and to find out which independent variable is the most dominant on the decision to purchase Indosat Ooredoo's prime. The type of research used in this study is primary data and data collection techniques using survey methods with questionnaires, the number of samples in this study was 20 respondents. Data analysis in this study used multiple linear regression using the SPSS program. The results of the study based on multiple linear regression analysis using the F test, it can be concluded that the product, price, promotion and place variables have a simultaneous influence on the decision to purchase Indosat Ooredoo starter packs. The results of the T test can be concluded that the product, price, promotion, and place variables have a partial effect on purchasing decisions. It was found that the price variable had the most dominant effect on purchasing decisions. Keywords: Product, Price, Promotion, Place, Purchase Decision
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