THE INFLUENCE OF PRODUCTS, PRICES, PROMOTIONS, AND PLACES ON PURCHASE DECISIONS AT PANGLONG SAKAI SAMBAYAN IN BRANTI RAYA SOUTH LAMPUNG
Downloads
Abstract
This study is focused on examining the contribution level of purchase decisions determined by product, price, promotion, and location factors. This study makes all consumers who make purchase transactions during 2025 as a research population, with a total population of 110 study subjects. The quantity of study respondents adapting the calculation to Slovin calculation with a 5% degree of error was recorded as 86 individuals as study respondents. Referring to the results of the interpretation of quantitative empirical evidence through a review of multiple linear regression mechanisms, the regression mathematical equation Y = 0.454X1 + 0.54X2 + 0.046X3 + 0.245X4 + e was identified. Testing per aspect by t-test indicates that the product, price, and promotion determine the purchase decision, while the place aspect does not determine individually. However, the results of the F test prove that all triggering factors collectively influence the purchase decision at Panglong Sakai Sambayan. The value of the determination coefficient proves that promotion, location, and price show a determination contribution of 52.6% to the purchase action.
Keywords:
Commodities Tariffs Adverts Areas Spending ActionsReferences
Aprianti, K. (2022). Volume 14 Issue 2 (2022) Pages 487-494 ISSN MANAGEMENT JOURNAL: 2085-6911 (Print) 2528-1518 ( Online ) The influence of price, product quality and location on the decision. 14(2), 487–494.
Bangun Rara', Isak Pasulu, & Dwibin Kannapadang. (2023). The Influence of Price and Location on Purchase Decisions at Sultan Coffee. Journal of Business Economics and Accounting, 3(3), 90–102. https://doi.org/10.55606/jebaku.v3i3.2854
Cheng, J., He, X., Wen, J., & Su, L. (2024). How does spatial distance to travel companions transform to temporal distance in travel purchase decisions? Journal of Hospitality and Tourism Management, 60(January), 166–176. https://doi.org/10.1016/j.jhtm.2024.07.002
Chikweche, T., Lappeman, J., & Egan, P. (2022). Targeting the Floating Middle of Pyramid Consumers in Africa: Revisiting Marketing Mix Considerations. ..Tandfonline.Com, 34(5). https://www.tandfonline.com/doi/abs/10.1080/08961530.2021.2006105
Dermawan, M., Rini, E. S., Sembiring, M. T., & Budiman, I. (2023). SWOT Analysis and Marketing Mix 4P Model as a Method to Develop Strategic Plan for Newly Marketed Agricultural Corn Seed Product. IOP Conference Series: Earth and Environmental Science, 1188(1). https://doi.org/10.1088/1755-1315/1188/1/012027
Fahriana, A., Dirwan, & Agunawan. (2023). The Effect of Menu Variations, Product Quality, and Location on Interest in Revisiting Kampar Donuts. MANEUVERS: Journal of Accounting and Management, 1, 40–51. https://e-jurnal.nobel.ac.id/index.php/manuver
Farid, M. S., Cavicchi, A., Rahman, M. M., Barua, S., Ethen, D. Z., Happy, F. A., Rasheduzzaman, M., Sharma, D., & Alam, M. J. (2023). Assessment of marketing mix associated with consumer's purchase intention of dairy products in Bangladesh: Application of an extended theory of planned behavior. Heliyon, 9(6), e16657. https://doi.org/10.1016/j.heliyon.2023.e16657
Fatih, M. R. I., Winarso, W., & Anas, H. (2023). At the Kawula Muda Coffee Shop, East Bekasi. Journal of Economics, 2, 2756–2774.
Girsang, N. M. (2023). MARKETING.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hestiana, Muchtar, & Junaeda. (2023). The Influence of Product Quality, Price, and Promotion on Motorcycle Purchase Decisions. 20(3), 338–349.
Hikolo, L., Taan, H., & Juanna, A. (2019). The Influence of Price and Promotion on Purchase Decisions at D'Besto Cikutra. Jambura, 6(1), 111–117. http://repository.widyatama.ac.id/xmlui/handle/123456789/11330
Jennah, H., & Andy Ismail. (2023). The Effect of Green Marketing Mix on Purchase Decisions in Using Eco Friendly Products. Journal of Trends Economics and Accounting Research, 3(4), 390–398. https://doi.org/10.47065/jtear.v3i4.636
Kitjaroenchai, M., & Chaipoopiratana, S. (2022). Mixed Method: Antecedents of Online Repurchase Intention of Generation Y Towards Apparel Products on E-Commerce in Thailand. ABAC Journal, 42(1), 73–95.
Liang, S., Chu, Y., Zhang, M., Chang, Y., Yan, Y., He, L., & Wei, T. (2022). The influence of promotion mode of green products on sharing intention. Sciencedirect, 364. https://www.sciencedirect.com/science/article/abs/pii/S0959652622022326
Mikul, & Mittal, I. (2024). Mapping the research field on product quality: a bibliometric analysis. Emerald.Com, 41(7). https://www.emerald.com/ijqrm/article-abstract/41/7/1729/1225449/Mapping-the-research-field-on-product-quality-a?redirectedFrom=PDF
Pahmi, P., Tasrim, T., Jayanti, A., Rachmadana, S. L., Irfan, A., & Alim, A. (2023). Marketing Mix Improves Consumer Purchase Decisions. Journal of Development Economics of STIE Muhammadiyah Palopo, 9(2), 368. https://doi.org/10.35906/jep.v9i2.1699
Pfoertsch, K. (2024). Introducing 5es marketing-mix: a new framework for effective marketing in the digital age. Academy of Strategic Management Journal, 23(2), 1–15.
Repi, J. R., Mandey, S. L., & Kawet, R. C. (2022). The Influence of Marketing Mix on Purchase Decisions at Hendra Motor Langowan Workshop. Journal of EMBA : Journal of Research in Economics, Management, Business and Accounting, 10(1), 429–439.
Rijal, S., Wijayanti, E., Wijayanti, E., Chamid, A. A., & Chamid, A. A. (2024). Online sales information system at building stores in Jepara Regency is website-based. Informatics and Computer Development (BINER), 2(1), 1–7. https://doi.org/10.24176/biner.v2i1.12176
Riyanto, S., & Hatmawan, A. A. (2020). Research Methods Quantitative research research in the fields of management, engineering, education and experimentation. https://books.google.co.id/books?hl=en&lr=&id=kZVpEQAAQBAJ&oi=fnd&pg=PP1&dq=Riyanto,+S.,+%26+Hatmawan,+A.+A.+(2020).+Method+Research+Researcher
Rizzon, F., De Toni, D., Graciola, A. P., & Grabriel, M. S. (2023). Prost with craft beer! Do customer experience and price sensitivity affect product price image, perceived value and repurchase intention? Www.Emerald.Com/, 125(7). https://www.emerald.com/bfj/article-abstract/125/7/2333/34862/Prost-with-craft-beer-Do-customer-experience-and?redirectedFrom=PDF
Saputra, M. B., Mustofa, M. A., & Sabaruddin, R. (2023). Analysis of the Influence of Product Quality, Price, Promotion, and Location on L Choice Wipes Purchase Decisions. Journal of Civilization Governance, 3(1), 34–38. https://doi.org/10.55182/jtp.v3i1.239
Sehangunaung, G. A., Mandey, S. L., & Roring, F. (2023). Analysis of the Influence of Price, Promotion, and Service Quality on Consumer Satisfaction of Lazada Application Users in Manado City in 2017-2021. EMBA Journal: Journal of Economics, Management, Business and Accounting Research, 11(3), 1–11. https://iprice.co.id/insights/mapofecommerce/
Siagian, A. O., & Cahyono, Y. (2021). Marketing Recovery Strategies for MSMEs in the Creative Economy Sector During the Covid-19 Pandemic. Journal of Business Information Technology and Systems, 3(1), 206–217.
Siatama, A., Sinaga, H. D. E., & Akbar, M. A. (2023). The Influence of Price, Promotion and Marketplace on the Purchase Decision of Pt Calispo Multi Utama Medan. Journal of Science and Social Research, 6(2), 381–387. http://jurnal.goretanpena.com/index.php/JSSR
Sofiah, M., Ramadhani, S., Ahmadi, N., & Rahmani, B. (2023). Journal of Economic and Business Research and place) on purchasing decisions in micro, small and medium enterprises (MSMEs) Analysis of the influence of the 4p marketing mix (product, price, promotion, place) on purchasing decisions in MSME. Journal of Economic and Business Research, 16(2), 122–141.
Suroso, I., Ramandha, T. G., Economics, F., Business, D., & Kudus, U. M. (2025). The Influence of Promotion, Ease of Use and Consumer Trust on Purchase Decisions on Tokopedia in Kudus Regency is an option that must be chosen by companies to market their products to. September.
Suryani, L., Afridah, N., Riono, S. B., Management, P. S., Economics, F., Muhadi, U., & Tegal, B. (2024). The Influence of Products, Prices, Places and Marketing Promotions on the Decision to Buy Batik Tegalan Mata Canting Bandung Village, Tegal City as National Batik Day Batik Tegalan is one of the Indonesian cultural heritage that has the characteristics of m. Journal of Management and Creative Business, 2(4).
Wahyuningtyas, S. Z., & Habib, M. A. F. (2024). The Influence of Location, Promotion and Service Quality on Consumer Purchase Decisions at Ayam Geprekku Bandung Tulungagung. Sec. 4.
Wang, H., A. B. Gani, M. A. A., & Liu, C. (2023). Impact of Snack Food Packaging Design Characteristics on Consumer Purchase Decisions. SAGE Open, 13(2), 1–15. https://doi.org/10.1177/21582440231167109
License
Copyright (c) 2026 Muhammad Amar Qusay, Ni Putu Widhia Rahayu
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
