PENGARUH PRODUK, HARGA, TEMPAT DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN BASO ACI AKANG PAHLAWAN REVOLUSI JAKARTA TIMUR

Abstract

These research aim to determining the influence of products, price, place, and personal selling on consumer purchasing decision at Baso Aci Akang Pahlawan Revolusi in East Jakarta. The data sources used in these studies is primarlly data obtaine through distributions of research questionnaire to 68 respondent use purposive sampling, and population in these studies is all buyers at Baso Aci Akang. The sample was taken as determined by the Lemeshow formula, where the population is unknown. The independent variable in these studies consistan of product, price, place, and personal selling, while dependent variables is purchasing decisions. The analysis use in these studies include validity test, reliability test, classic assumption testing, t-testing, F-testing, multiple linear regressions analyst, and the coefficients of determination (R2). The result of these studies show thats: (1) There is an influences of the product on consumer purchasing decisions at Baso Aci Akang Pahlawan Revolusi in East Jakarta. (2) There is an influences of price on consumer purchasing decisions at Baso Aci Akang Pahlawan Revolusi in East Jakarta. (3) There is an influences of place on consumer purchasing decisions at Baso Aci Akang Pahlawan Revolusi in East Jakarta. (4) There is an influence of personal selling on consumer purchasing decisions at Baso Aci Akang Pahlawan Revolusi in East Jakarta. (5) The combined influence of products, prices, place, and personal selling on consumers purchasing decision at Baso Aci Akang Pahlawan Revolusi in East Jakarta is 31.4%, with remainings influence by others variable not including in these studies. Recommendations from this research for Baso Aci Akang culinary business include adding new menu variations for meatball dishes and enhancing product quality with flavors desired by consumers. Baso Aci Akang should also pay attention to price competitiveness with similar products, as affordable prices are generally preferred by consumers. Additionally, Baso Aci Akang can promote itself on social media by leveraging food influencers to influence consumer purchasing decision.

Keywords: Products, Prices, Places, Personal Selling, Purchase Decisions