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All Journal GANEC SWARA
MOHAMMAD ADE SAKBANI
Mahasiswa Sekolah Tinggi Ilmu Ekonomi 45 Mataram
Agriculture, Biological Sciences & Forestry Education Engineering Law, Crime, Criminology & Criminal Justice Social Sciences

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PENGARUH KINERJA STRATEGI PRODUK, HARGA, PROMOSI, LOKASI, PROCESS, PEOPLE, DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN DODOL ANEKA BUAH PADA UD. EDELWEIS I GUSTI AGUNG DIDIT EKA PERMADI; LUH UTAMI; SYAHRUL SYAHRUL; MOHAMMAD ADE SAKBANI; ROMI DWIKI HILMI; I DEWA GEDE SUARTHA
GANEC SWARA Vol 17, No 2 (2023): Juni 2023
Publisher : Universitas Mahasaraswati K. Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35327/gara.v17i2.453

Abstract

The purpose of this study was to analyze the effect of the performance of product strategy, price, promotion, location, process, people, and physical evidence simultaneously and partially on the purchasing decision of various fruit dodol at UD. Edelweiss in Selat Village, Narmada District, West Lombok Regency and the most dominant variable influencing the decision to buy various fruit dodol at UD. Edelweis in Selat Village, Narmada District, West Lombok Regency. This research is associative research. The sampling method in this study was non-probability sampling using saturated sampling techniques. Data collection techniques in this study were interviews and questionnaires. Data collection tool used is a questionnaire. The collected data were analyzed using Multiple Linear Regression Analysis. The conclusion obtained is that the performance of product strategy, price, promotion, location, process, people, and physical evidence has a significant positive effect simultaneously and partially on the decision to buy various fruit dodol at UD. Edelweiss in Selat Village, Narmada District, West Lombok Regency and location has the most dominant influence on the decision to purchase various fruit dodol at UD. Edelweis in Selat Village, Narmada District, West Lombok Regency.
Co-Authors I DEWA GEDE SUARTHA I GUSTI AGUNG DIDIT EKA PERMADI LUH UTAMI ROMI DWIKI HILMI SYAHRUL SYAHRUL