PURCHASE DECISION: PRODUCT STRATEGY, PRICE, PROMOTION AND DISTRIBUTION

Hendi Sobari; Samsudin

Authors

Hendi Sobari STIE Latifah Mubarokiyah
Samsudin STMIK DCI

Keywords:

Product Strategy, Price, , Promotion and Distribution on Purchase Decision

Abstract

The purpose of this study was to determine the effect of product strategy, price, promotion and distribution on customer purchasing decisions for beverage products, Hydro Coco both partially and simultaneously in the city of Tasikmalaya. The object of research is the customer of Hydro Coco beverage products in the city of Tasikmalaya . The research method uses path analysis. Data collection was obtained through observation, questionnaires, and a literature study. Sampling using the Proportionate Stratified Random Sampling technique, the questionnaires distributed were 182 (one hundred and eighty-two) distributed in 7 (seven) Sports Gymnasiums in the city of Tasikmalaya. Based on the results of this study, it can be concluded that partially product strategy has no effect on purchasing decisions, prices, promotions, and distributions affect purchasing decisions, jointly product, price, promotion, and distribution have a significant effect on purchasing decisions.

References

Adam, Everett P Jr. Ronald, J Ebert. 2000. Production and Operations Management: Concepts, Models, and Behavior. Prentice Hall Inc., Singapore.

Ahmad Yulizar, and Dra. Apriatni EP., M.Sc. 2017. The Influence of Price and Promotion on Purchase Decisions of Acer Brand Laptops (Case Study on FISIP UNDIP Semarang Students) Journal of Business Administration.

Al Rasyid, Harun, 2005, Social Statistics, Bandung: UNPAD PPS.

Angelina Rares, Rotinsulu Jopie Jorie. 2015. The Effect Of The Price, Promotion, Location, Brand Image And Quality Products Towards The Purchase Decision Of Consumers At Bengkel Gaoel Store Manado Town Square. EMBA Journal Vol.3 No.2, Hal. 592-604.

Basu Swastha and Irawan. 2003. Modern Marketing Management. (Second edition). Eleventh printing. Yogyakarta: Liberty Offset.

Buchari Alma. 2014. Marketing Management and Service Marketing, Revised Edition, Bandung: CV. Alphabet. Buchari Alma, 2017, Marketing Management and Service Marketing. Bandung, CV. Alphabet

Darsono, Nur Elfi Husda. 2020. The Influence of Product Distribution and Quality on Purchasing Decisions at PT Mulia Makmur Lestari. EMBA Journal Vol.8 No.3 July 2020, p. 44–53.

Daryanto, 2013. Marketing Management. Print II. Bandung: PT. Prosperous Conscience Tutorial Facility.

Desi Derina Yusda, SE., MM. 2019. The Influence of Promotion and Price on Purchasing Decisions at House Of Shopaholics in Bandar Lampung. Technobiz Journal Vol. 3, No. 3, 2019, 14-18.

Fandy Tjiptono et.all. 2008. Strategic Marketing. Yogyakarta: Andi Offset. Fandy Tjiptono, 2012. Marketing Strategy,. Yogyakarta: Andi Offset.

Fandy Tjiptono, 2014. Service Marketing, Principles, Application and Research, Yogyakarta: ANDI Publisher. 119

Ghozali, Imam, 2016. Application of Multivariete Analysis with the IBM SPSS 23 Program (Edition 8), Printing VIII, Semarang, Diponegoro University Publishing Agency.

Haris Fauzi, 2018, The Influence of Promotion and Distribution on Purchasing Decisions (Case Study on Helmi Hendra Cikijing Dealer Consumers), Scientific Journal of Management & Accounting, 2018 Vol. 5 Number 2.

Heppi Marta Cristina, Marwanti. (2019). The Effect of Product Strategy, Price and Promotion on Customer Satisfaction, Journal of Business and Management Inspiration, Vol 3, (1), 2019, 43-52 e-2579-9401, p-2579-9312 .

Koesworodjati, Yudhi, 2006. Basic principles of Marketing Management, Bandung, Pasundan University Kotler, and Armstrong, 2008. Services Marketing Management, Jakarta: Salemba Empat.

Kotler, P. and Keller, 2009. Marketing Management Volume 1, Translation by Benyamin Mohan, (Without City: PT. Index)

Kotler, Philip, and Kevin Lane Keller. 2009. Marketing Management Volume 2, edition. Third Thirteenth edition, Bob Sabran Translation, MM. Jakarta: Publisher.

Philip and Kevin Lane Keller, 2011. Marketing Management, 13th Edition. Volumes 1 and 2, Subtitles: Bob Sabran.

Kotler, Philip & Garry Armstrong. 2010. Marketing Principles, Volume 1 and 2 Edition. Twelfth. Jakarta: Erlangga.

Kotler, Philip and Gary Armstrong. 2012. Marketing Principles. Edition 13 Volume 1. Jakarta: Erlangga.

Kotler, & Amstrong. 2014. Marketing Management Analysis, Planning, Purchasing Decision Process.

Kotler, Philip & Gerry Armstrong, 2014: Principles Of Marketing, 15th edition. New Jersey: Pearson Pretice Hall.

Kotler, Philip and Kevin Lane Keller, (2016): Marketing Management and Brand management, 15th Edition New Jersey: Pearson Pretice Hall, Inc.

Kotler Philip and Kevin L. Keller, 2016. Marketing Management, Global Edition. Pearson Prentice Hall. 120

Kotler, Philip and Gary Armstrong. (2016). Marketing Principles. 13th Edition. Volume 1. Jakarta: Erlangga. Like,

Dawn. 2008. Marketing Management: Practical Approach. First Edition. First Print. Yogyakarta: Science Graha.

Lupiyoadi and Hamdani. 2011. Services Marketing Management. Jakarta: Salemba Empat M.

Nur Rianto Al Arif, 2012. Fundamentals of Marketing for Islamic Banks, Bandung: Alfabeta. Moekijat, 2000. Marketing management. Bandung: CV. Mandarin. Proceed.

Nazir, Moh. 2014. Research Methods. Bogor: Ghalia Indonesia. Saladin, Djaslim, 2006. Marketing Management, 4th Edition, Bandung: Publisher None.

Sanjit Sengupta, 1998. Some Approaches to Complementary Product Strategy, J Prod Innov Management. Vol 15: Pgs 352-367

Schiffman, Leon G. and Kanuk, Leslie Lazar. 2010. Consumer Behavior Tenth Edition. Cityless.

Pearson Education Sofjan Assauri, 2011. Basic Marketing Management, Concept & Strategy, Jakarta: Rajawali Pers.

Sri Wahyuni & Mervianna Ginting, 2017. The Impact of Product Quality, Price and Distribution on Purchasing Decisions on the Astra Motor Products in Jakarta, Journal of Business Management and Accounting ISSN: 2655- 786x(p)Vol. 1, No. 1, pp. 18-26.

Sugiyono, 2014. Educational Research Methods Quantitative, Qualitative, and R&D Approaches. Bandung: Alphabet.

Sugiyono, 2015. Quantitative Research Methods. Qualitative and R&D. Bandung Alphabet.

Private and Irawan, 2002. Modern Marketing Management, Eleventh Print Second Edition, Yogyakarta: Liberty Opset.

Private and TH Handoko, 2007. Marketing Management, Edition 12 Volume 2, Without City, PT Macanan Jaya Cemerlang. V. Wiratna Sujarweni, 2014. Research Methodology. Yogyakarta: Press's new library