ANALYSIS THE INFLUENCE OF PRODUCT KNOWLEDGE, SALE PROMOTION AND PRICE TOWARDS CONSUMER PURCHASE DECISION AT MEIKARTA CONSUMER IN MANADO
Abstract: Meikarta is the
largest project ever developed by Lippo Group over the last 67 years. Meikarta
will become the largest and most beautiful city in Southeast Asia to provide
quality of life and a better place to work. Meikarta comes with a vision to
create quality housing at affordable prices, in an effort to help the
government reduce the number of home backlog of 11.4 million units. Initial
survey showed sales of Meikarta influenced by product knowledge, sale
promotion, and price especially in determining consumer purchase decisions. The
purpose of this study to determine the effect of product knowledge, sale
promotion, and price either simultaneously or partially on consumer purchase
decisions at Meikarta Project. The method used associative using multiple
linear regression analysis. The study population were 60 respondents who live
in the city of Manado. The results show product knowledge, sale promotion, and
price simultaneously and partially influence on Consumer Purchase Decision.
Meikarta Group Management should increase the value of product attributes by
improving product knowledge, sale promotion and price to encourage consumer
purchase decisions.
Keywords: product knowledge,
sale promotion, price, consumer purchase decision
Penulis: Maukar Gita Bysella,
S.L.H.V Joyce Lapian, Willem J.F.A Tumbuan
Kode Jurnal: jpmanajemendd180359
