PENGARUH KUALITAS PRODUK, HARGA, PROMOSI, DAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK SANITARY WARE TOTO DI KOTA DENPASAR
ABSTRACT: Development in the
sanitary business world is very rapid. Various innovations and modern
technologies are used by various brands of sanitary ware. Toto is a world
leading sanitary brand that became one of the pioneers who use modern
technology and advanced machinery in producing its goods. This study aims to
determine the effect of product quality, price, promotion, and distribution
partially and simultaneously on purchase
decision of Toto Sanitary ware in Denpasar. By using purposive sampling
technique, the number of samples used in this study is 100 respondent. Data
were analyzed using multiple linear regression analysis. Based on the results
of the study, it is found that the marketing mix consisting of product, price,
promotion, and distribution simultaneously influence the purchase decision of
Toto sanitary ware product in Denpasar. While partially, product, price,
promotion, and distribution have positive and significant influence on the
decision of purchasing Toto sanitary ware product in Denpasar. Thus it can be
concluded that the marketing mix affects the purchase of Toto sanitary ware
products in Denpasar.
Kata kunci: kualitas produk, harga, promosi, distribusi, keputusan
pembelian
Penulis: Made Fajar Fernando, Ni
Made Asti Aksari
Kode Jurnal: jpmanajemendd180046