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All Journal Populer: Jurnal Penelitian Mahasiswa
Sumarji Sumarji
Sekolah Tinggi Ilmu Ekonomi Galileo
Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Produk, Harga, Saluran Distribusi, dan Promosi terhadap Keputusan Pembelian Popok Bayi Sweety : Studi Kasus PT Hansel Duta Niaga Pratama Batam Sumarji Sumarji; Riki Riki
Populer: Jurnal Penelitian Mahasiswa Vol. 4 No. 4 (2025): Jurnal Penelitian Mahasiswa
Publisher : Universitas Maritim AMNI Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58192/populer.v4i4.3913

Abstract

This study aims to determine the influence of product, price, distribution channels, and promotion on customers’ purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. This research uses a quantitative approach. The population in this study consists of all customers who purchased Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. The sampling technique employed was purposive sampling, with a total of 105 respondents. The results indicate that, partially, the product and promotion variables have a positive and significant effect on purchasing decisions, while price and distribution channels do not significantly influence purchasing decisions. Simultaneously, the variables of product, price, distribution channels, and promotion have a positive and significant effect on the purchasing decisions of Sweety baby diapers at PT Hansel Duta Niaga Pratama Batam. These findings are expected to serve as a useful reference for the company in developing more effective marketing strategies, particularly by focusing on improving product quality and promotional efforts to encourage consumer purchasing decisions.
Co-Authors Riki Riki