PENGARUH DIFERENSIASI PRODUK, HARGA, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN OBAT NYAMUK HIT DI KOTA PADANG

Abstract

This study aims to determine the effect of product differentiation, price, and promotion to the buying decision Hit Mosquito Drugs in the city of Padang. The sample in this study is that consumers who buy and use insect repellent HIT in Padang totaled 138 respondents. The sampling technique is purposive sampling. Data analysis method used is multiple linear regression analysis. The results of this study found that the product differentiation, price, and promotion of positive and significant impact on consumer purchasing decisions on Drugs Hit Mosquito Padang. Furthermore, the company advised Hit Mosquito Drugs in the city of Padang attention to product features are offered, as well as the offer price and the use of image ads in newspapers, magazines, radio.
Keywords: product differentiation, price, and promoi, purchasing decisions