PENGARUH PRODUCT, PRICE, PROMOTION, PLACE TERHADAP KEPUTUSAN PEMBELIAN PADA USAHA MIKRO KECIL MENENGAH (UMKM) TAMAN KELUN MADIUN

Nofan Triadi, Hendra Setiawan

Abstract


A golden Indonesia in 2045, becoming an independent, advanced, developing country in all economic, political and social terms, can be realized if the MSME industry can be strong and the wheels of the economy turn. The aim of this research is to provide empirical evidence regarding the influence of Product, Pice, Promotion and Place on product purchasing decisions at Taman Kelun Madiun MSMEs. The data source used is primary data, data obtained from data collection using a questionnaire with a sample of 404 respondents. The resultsof this research: Product has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs, Price has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs, Promotion has no positive and significant effect on purchasing decisions at Taman Kelun MSMEs and Place has a positive and significant effect on purchasing decisions at Taman Kelun MSMEs.

 

Keywords: Product, Price, Promotion, Place, Purchase decision


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