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BIYANTO, FRASTO
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Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences

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Journal : VISA: Journal of Vision and Ideas

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Pengaruh Ekspansi Jaringan Distribusi, Strategi Promosi, dan Ketersediaan Stok Produk terhadap Keputusan Pembelian Konsumen Produk Fast Moving Consumer Goods (FMCG) Unilever di Indonesia Fadli, La Ode; Ratnasari, Intan; Miswanto, Miswanto; Biyanto, Frasto; Siregar, Baldric
VISA: Journal of Vision and Ideas Vol. 5 No. 2 (2025): Journal of Vision and Ideas (VISA)
Publisher : IAI Nasional Laa Roiba Bogor

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Abstract

  This study aims to analyze the influence of distribution network expansion, promotional strategies, and product stock availability on consumer purchasing decisions for Unilever's Fast Moving Consumer Goods (FMCG) products in Indonesia. With increasingly competitive market competition, this third factor is considered key to maintaining people's purchasing power. The research method used is quantitative descriptive-analytical with data collected through an online questionnaire based on a Likert scale of 1-5 distributed to 109 respondents. Data analysis was carried out using SPSS to test the validity, reliability, and influence of variables. The results of the study indicate that distribution network expansion (H1), promotional strategies (H2), and product stock availability (H3) individually have a positive and significant effect on consumer purchasing decisions. In addition, the third variable also has a simultaneous effect (H4). This conclusion provides practical implications for Unilever Indonesia to optimize distribution, promotion, and stock management strategies in influencing consumer decisions.
Co-Authors Affan, Junaidi Amalia, Yusrina Ana Marcal Anacleto Roberto Carolina Soares Anggara Pramushinta Annisa Arief Budiarto Atika Jauhari Hatta Atika Jauharia Hatta Hambali Baldric Siregar Baldric Siregar Baldric Siregar Baldric Siregar Banutama, Berty Beby Ayu Wardhani Bria, Anggelina Yuniance Deranika Ratna Kristiana Devi Tri Nugraheni Dewi, Risma Wati Endarwati Endarwati Ernawan Septia Putri Ussholehah Fadli, La Ode Fernandes, Adelia Fithratun Nuha Tsabita Hening Hasna Reswara Hernandi J Irma Oktarina Safitri Jatinugroho, Robertus Cahyo Khotimatul Barki Marufi, Muqorrobien Mbete, Roselina Lucia Ketty Meiliasari, Vika Mimi Meriami Br Pane Miswanto Miswanto Muhammad Nabil Bouxit NENTA, YOSEP ARMANDO Nugraha, Mochamad Saddam Ilyas Nur Wulandari, Diah Novita Oktafiani, Vani Perdana, Oksa Wisnu Pereira, Edigar Filipe Pereira, Filipe Mendes Pinto, Leonardo Pramytha, Intan Anindya Pratama, Yondik Army Pratiwi, Chris Indah PUJISARI, YUSTI Putra, Gregorius Okta Putri Dharmana, Vanessa Putri, Ajeng Kharisma Rafifah, Ula Restu Rahmawaty, Anisa Rajabuan, Ance Costansa Ratnasari, Intan Reni Sara Indrawati Santos, Alfredo Dos Santosa, Harjuna Cipta Sempati May Al-Farrasi Seno Bagus W, R. Stefanus Setiawan Maini, Salesiana Shilfiyana, Dhindha Soares, Anacleto Roberto Carolina Soares, Casimiro Syamsuddin Syamsuddin Tay, Renya Rostika Oma Tekat Sukomardojo V. da Silva, Rita de Fátima Vidyaningrum, Bunga Wing Wahyu Winarno Wing Wahyu Winarno Wing Wahyu Winarto Wulandari, Amalia Dewi Yohanes Robinsius Neno Yudhasepti, Wikarisa YUSTI PUJISARI Yusti Pujisari