THE EFFECT OF MARKETING MIX ON THE PURCHASE DECISION OF LIGHTING PRODUCTS AT PT. KINGLED INDONESIA

Heppy Yusus Hulu; Januardin Januardin; Dustin Alvin; Wati Lase; Vinora Vinora

Authors

Heppy Yusus Hulu Universitas Prima Indonesia
Januardin Januardin Universitas Prima Indonesia
Dustin Alvin Universitas Prima Indonesia
Wati Lase Universitas Prima Indonesia
Vinora Vinora Universitas Prima Indonesia

Keywords:

Product Quality, Promotion, Price, Distribution Channels, Purchasing Decisions.

Abstract

The results show that the adjusted R Square value is 0.513 which means that 51.3% of Purchasing Decisions demand is jointly influenced by the variables described in the model. while the rest is influenced by factors outside the model. Partially, Product Quality variable has a positive and significant effect, Promotion variable has a positive and significant effect, Price variable has a positive and significant effect, Distribution Channels variable has a positive and significant effect. Simultaneous, Product Quality, Promotion, Price and Distribution Channels, have a positive and significant effect.

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