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All Journal Jurnal Penelitian dan Pengembangan Pendidikan JURNAL CAPITAL : Kebijakan Ekonomi, Manajemen dan Akuntansi J-CEKI Jurnal Ekonomi, Manajemen, Akuntansi
Yovita Mumpuni Hartarini
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Journal : J-CEKI

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Analysis of factors That Influence Buying Decisions in The Covid-19 Pandemi Era Sarbullah Sarbullah; Yovita Mumpuni Hartarini; Tri Cahyadi
J-CEKI : Jurnal Cendekia Ilmiah Vol. 2 No. 1: Desember 2022
Publisher : CV. ULIL ALBAB CORP

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56799/jceki.v2i1.1195

Abstract

This study aims to determine Analysis of Factors That Influence Buying Decisions in The Covid-19 Pandemi Era (Case Study in Bear Brand Drinking Milk Beverage Products). This type of research was s quantitative correlation with a cross-sectional approach. Data collection techniques using questionnaires. The analysis technique used was multiple regression analysis. The independent variables were product quality, price, promotion, and testimonials and the dependent variable was buying decisions. Methods of data analysis using multiple linear regression with the SPSS 25.0 program. Based on the data analysis shows that: (1) It was found that the Product Quality variable (X1) in buying decisions (Y). It was known that the Sig value for the effect (X1) on (Y) was 0.211 > 0.05 and the tcount value was 1.262 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X1) on (Y). (2) Price (X2) on buying decisions (Y) It was known that the Sig value for the effect (X2) on (Y) was 0.913 > 0.05 and the tcount is-0.110 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X2) against (Y). (3) It was known that the Sig value for the effect (X3) on (Y) was 0.043 <0.05 and the tcount was 2.061 > t table 2.000, so it can be concluded that H1 was accepted which means there was an effect (X3) on (Y). (4) It was known that the Sig value for the effect (X4) on (Y) was 0.478 > 0.05 and the tcount was 0.714 < t table 2.000, so it can be concluded that H1 was rejected which means there was no effect (X4) on (Y). Product quality was needed to increase consumer attractiveness. The importance of optimizing affordable prices to be able to compete in the trade market. Attractive promotions can lure customers to always use the same product. Testimonials in an interesting manner by conveying relevant.
Co-Authors Agnes Widyaningrum Fandil Fandil Natoil Natoil sarbullah sarbullah Sopi Sopi Tri Cahyadi Warsilan Warsilan Zumrotun Nafiah