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 (Dosen Sekolah Tinggi Ilmu Ekonomi 45 Mataram)
LUH UTAMI (Dosen Sekolah Tinggi Ilmu Ekonomi 45 Mataram)
SYAHRUL SYAHRUL (Dosen Sekolah Tinggi Ilmu Ekonomi 45 Mataram)
MOHAMMAD ADE SAKBANI (Mahasiswa Sekolah Tinggi Ilmu Ekonomi 45 Mataram)
ROMI DWIKI HILMI (Mahasiswa Sekolah Tinggi Ilmu Ekonomi 45 Mataram)
I DEWA GEDE SUARTHA (Program Studi Agribisnis K. Mataram UNMAS Denpasar)

GANEC SWARA
Vol 17, No 2 (2023): Juni 2023

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.