Pengaruh Inovasi, Promosi, Harga, Kualitas Pelayanan, Dan Lokasi Terhadap Keputusan Pembelian Studi Kasus Pada Konsumen Drw Skincare Di Mulyojati Metro Barat

Abstract

This study was conducted to determine the effect of Innovation, Promotion, Price, Service
Quality and Location on purchasing decisions for DRW Skincare consumers in West
Mulyojati Metro. The type of research used is quantitative research. The sampling technique
used was purposive sampling. Only 71 samples used were in accordance with predetermined
criteria. The data used is primary data with the distribution of questionnaires in the form of a
list of questions with several alternative answers for respondents. The statistical test used to
test the hypothesis is multiple linear regression analysis and tested using the statistical
packages for the social science (SPSS) version 25 program. Based on the results of statistical
tests, it shows that innovation, promotion, service quality and location have a positive and
significant influence on purchasing decisions for DRW Skincare consumers in West Mulyojati
Metro, while price has no and significant effect on purchasing decisions for DRW Skincare
consumers in West Mulyojati Metro.