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All Journal Jurnal Ekonomi
Vinora Vinora
Universitas Prima Indonesia
Economics, Econometrics & Finance

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THE EFFECT OF MARKETING MIX ON THE PURCHASE DECISION OF LIGHTING PRODUCTS AT PT. KINGLED INDONESIA Heppy Yusus Hulu; Januardin Januardin; Dustin Alvin; Wati Lase; Vinora Vinora
Jurnal Ekonomi Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023
Publisher : SEAN Institute

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Abstract

The results show that the adjusted R Square value is 0.513 which means that 51.3% of Purchasing Decisions demand is jointly influenced by the variables described in the model.  while the rest is influenced by factors outside the model. Partially, Product Quality variable has a positive and significant effect, Promotion variable has a positive and significant effect, Price variable has a positive and significant effect, Distribution Channels variable has a positive and significant effect. Simultaneous, Product Quality, Promotion, Price and Distribution Channels,  have a positive and significant effect.
Co-Authors Dustin Alvin Heppy Yusus Hulu Januardin Januardin Wati Lase