PENGARUH PEMASARAN DAN DAMPAKNYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK UNGGULAN DAERAH DI NTB MALL

Abstract

The development of the business world in today's digital era is very fast. Company owners
encouraged to continue to make the latest innovations in an effort to overcome every challenge
more advanced times. One of the company's work areas that has acceleration
a very significant change is in the field of marketing, so that the current business system
must have a good marketing strategy in order to attract and provide certainty
purchases to consumers. The purpose of this study is to determine the effect of promotion,
prices, innovation on purchasing decisions for food and beverage products at NTB Mall.
The population in this study are consumers in the NTB Mall. The sample is determined by technique
The survey sample, with 110 respondents. Data collection techniques
used is a questionnaire (questionnaire). The analysis technique in this study is analysis
multiple regression using the SPSS for windows program. Research result
shows that there is a simultaneous effect of promotion, price and product innovation on
decision to purchase food and beverage products at NTB Mall. Based on partial test results
it can be seen that promotion, price and product innovation have a positive effect and
significant to the purchase decision. So it can be interpreted that the more
increasing promotion innovation, price and product innovation then product purchasing decisions
the higher it is