ANALISIS PENGARUH HARGA, KUALITAS PRODUK, LOKASI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

Intense business competition requires companies to be creative and innovative in marketing. According to Kotler, marketing involves managing consumer relationships with a focus on the 4Ps: Product, Price, Place, and Promotion. In Yogyakarta, companies must be adaptive to global and local changes and create effective marketing strategies to maintain market share. This study targets visitors of Waroeng Kelapa Muda Arjoona Yogyakarta, with the research objects including Price, Product Quality, Place, and Promotion as the independent variables (X), and purchase decisions as the dependent variable (Y). The sample size determination uses Lemeshow's formula due to an unknown or infinite population. Data was collected through questionnaires as primary data sources. The research findings indicate that price does not significantly affect purchase decisions, while product quality and promotion have significant influences. Place also does not have a significant impact. However, collectively, price, product quality, place, and promotion have a significant positive effect on purchase decisions. Therefore, companies must maintain product quality, improve promotional strategies, consider location factors, and analyze competitors. Future researchers are advised to explore location factors in more detail, study consumer preferences, analyze innovative promotional strategies, and compare results with similar companies to gain broader perspectives in product and marketing management.