THE INFLUENCE OF PRODUCT QUALITY, PRODUCT PRICE, PRODUCT PROMOTION, PRODUCT LOCATION, ON PURCHASING DECISION USING STRUCTURAL EQUATION MODELING (SEM) METHOD.
The Influence of Quality.
Keywords:
CV. Maras Beton; Paving Blocks; Structural Equation Modeling (SEM)Abstract
Paving blocks are a means of transportation which are made with a mixture of cement, sand and water with or without additives made by mixing all the ingredients and then printed in paving block molds. One of the factories engaged in the construction sector is the manufacture of paving blocks, namely CV.Maras Beton. So there is a decrease in turnover every month. In this study data collection was carried out by observation and interviews which had 100 respondents as the research sample. With the aim of analyzing whether there is an influence on product quality, product price, product promotion, location, product, on purchasing decisions using the SEM method with SMARTPLS software version 4. Based on the SEM results by looking at the T-statistic values for all variables, there is one variable which has a significant effect on purchasing decisions, namely the location of the product with a value of 2,672
