PENGARUH STIMULI PEMASARAN DAN KARAKTERISTIK KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI PASAR TRADISIONAL

Edy Liswani, Tri Wahyuningsih

Abstract


This research is formulated whether or not there was a significant influence of
marketing stimultion (product, price, and location) and consumers
characteristics (social status and life style) toward puchase decision at
traditional market. This research wes considered as an associative research in
line with marketing stimulation and consumers characteristics toward
purchase decision. There were 16 indicators used in this research. The
population of this research was all people who live in sukajadi district. There
were 138 respondents as samples got through cluster samling technique. The
data used in this research was primary data to collect the data, the researcher
used multiple linear regression. the results showed that there was
simultaneous and partial influence of marketing stimulation (product, price,
and place) and cosumers characteristics (social status and life style) toward
purchase decision at traditional market.

Keywords


product, price, distribution, characteristics, culture and purchase decisio

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Media Komputindo.




DOI: https://doi.org/10.32502/jimn.v7i1.1019

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