IJEBMR
ISSN: 2456-7760

Title:
MODEL OF PURCHASE DECISION : A STUDY ON CONSUMER OF PRODUGEN BRAND MILK PRODUCT

Authors:
Irawan Budi Utomo, Amrison, Bustomi, Indonesia

Abstract:
To analyze influence of product quality, price and promotion towards purchase decision of Produgen brand milk product consumer in Jakarta City, Indonesia. The data collection technique research is the questionnaire method. the total sample is 100 consumers of Produgen brand milk product in Jakarta City. Methods of analysis used in this study is multiple linear regression. Research results showed the quality of products, prices and promotions simultaneously (simultaneous) positive and significant effect of Produgen brand milk product purchasing decisions. Product quality is partially positive and significant effect on purchasing decisions, price is partially positive and significant effect on purchasing decisions, and promotion is partially positive and significant effect on purchasing decisions. Variable price gives the greatest influence, that amounted to 55.5%, thereafter a variable influence promotion of 32.4%, and the variable quality of products provide the influence of 16.1% of purchase decisions Produgen brand milk products.

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