ANALISIS PENGARUH PRODUK, HARGA, PROMOSI DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN

Abstract

This research is motivated by the increasing competition between modern retail and traditional markets in Yogyakarta, which requires local retailers such as Mirota Simanjuntak Campus to understand the factors that influence consumer purchasing decisions. The purpose of this study is to analyze the influence of products, prices, promotions, and locations on purchase decisions at Mirota Simanjuntak Campus Yogyakarta. This study uses a quantitative approach with a survey method through a questionnaire to 100 respondents who have shopped at Mirota Simanjuntak Campus. Data were analyzed using multiple linear regression with the help of SPSS. The results of the study show that partially or simultaneously, product variables, prices, promotions, and locations have a significant effect on consumers' purchasing decisions. Location and price factors are the most dominant variables in influencing purchase decisions. These findings underscore the importance of an integrated marketing mix strategy for local retailers in increasing competitiveness amid modern market pressures. This research is expected to make a practical contribution to retail management in marketing decision-making as well as a reference for future research on the modern retail sector.