Pengaruh Kualitas Produk, Harga Dan Promosi Terhadap Keputusan Pembelian Sepatu Ventela (Studi Kasus Pada Mahasiswa FEB UNISMA Angkatan 2018)

Abstract The phenomenon in today's era makes it a challenge for business people. In running a business, business people need to continue to observe and track changing trends. This is because changes in trends that are always changing along with the times have a significant impact on the profits of consumer purchases. This has an influence on their behavior in choosing the shoes they will buy or which they consider the most appropriate and can actually meet their needs and desires. Quality shoes at competitive prices are the main way to win the marketing competition. In this case, Ventela shoes will apply the method by understanding the consumer decision-making process. Data analysis in this study consisted of instrument testing, classical assumption test, multiple linear regression analysis, hypothesis testing, and coefficient of determination test. The results of this study indicate that based on the results of the t-test there is a partial influence between product quality, price, and promotion variables on the decision to purchase Ventela shoes. The technique used in sampling is purposive sampling technique so that the data obtained by the researcher is directly by distributing questionnaires to respondents who have been determined with certain criteria, namely VENTELA Store consumers. The conclusion of this study aims to determine whether the variables of Product Quality, Price and Promotion affect the Decision to Purchase Ventela Shoes at the Sport Station Dinoyo Store. Keywords : Influence, Product Quality, Price, Promotion, Shoes.

ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Oase Batik Pekalongan)

The research was motivated by a decrease of Oasis Batik Pekalongan At the end of the year 2010-2011, a decrease occurred in December 2010 to February 2011. This is due to the existence of several new stores are located in Pasar Grosir Setono Pekalongan at the end of the year2010 The purpose of this research conducted to determine whether the effect of product, price, promotion and distribution of purchasing decisions. The research was conducted on consumers Oase Batik Pekalongan and the number of samples as much as 100 respondents the specified using the making method types Non-Probability sampling is accidental Sampling. Analytical methods used were quantitative analysis of multiple regression analysis. Data that meets the test of validity, reliability testing, and test the assumptions of classical processed resulting regression equation as follows: Y = 0.250 X1 + 0.335 X2 + 0.204 X3 + 0.248 X4 Based on the equation of multiple regression analysis the price variables have the most impact on purchasing decisions for 0335, followed by products variable amounting to 0.250 and 0.248 for the distribution variable. While the promotion variables have an influence lowest compared to other variables for 0204. Hypothesis testing using t tests showing that the four independent variables are product (X1), price (X2), promotion (X3) and distribution (X4) which investigated proved positively and significantly affect the dependent variable is the purchase decision. Then through the F test can be seen that the variables product, price, promotion and distribution eligible to test the dependent purchasing decisions. . Adjusted R Square explained figures that 84.6% of purchase decisions variation can be explained by the four independent variables in multiple regression equations. While the rest of 15.4% is explained by other vaariabel beyond the four variables used in this study