Jurnal Ekonomi
Vol. 12 No. 02 (2023): Jurnal Ekonomi, Perode April - Juni 2023

THE EFFECT OF MARKETING MIX ON THE PURCHASE DECISION OF LIGHTING PRODUCTS AT PT. KINGLED INDONESIA

Heppy Yusus Hulu (Universitas Prima Indonesia)
Januardin Januardin (Universitas Prima Indonesia)
Dustin Alvin (Universitas Prima Indonesia)
Wati Lase (Universitas Prima Indonesia)
Vinora Vinora (Universitas Prima Indonesia)

Article Info

Publish Date
13 Apr 2023

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.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSN 2301-6280, e. ISSN 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...