PENGARUH PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDOMIE GORENG DENGAN VARIABEL PROMOSI SEBAGAI MODERASI  DI PT. INDOMARCO ADI PRIMA CABANG LUBUKLINGGAU

Supriyanto Supriyanto; Muhamad Effendi; Lara Alfionita

doi:10.32767/jurmek.v25i3.1137

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Affiliations

Supriyanto Supriyanto
Program Studi Manajemen, Universitas Bina Insan Lubuklinggau

Muhamad Effendi
Affiliation not stated

Lara Alfionita
Program Studi Manajemen, Universitas Bina Insan Lubuklinggau

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PENGARUH PRODUK TERHADAP KEPUTUSAN PEMBELIAN INDOMIE GORENG DENGAN VARIABEL PROMOSI SEBAGAI MODERASI DI PT. INDOMARCO ADI PRIMA CABANG LUBUKLINGGAU

Supriyanto Supriyanto ,
Muhamad Effendi ,
Lara Alfionita

Vol 25 No 3 (2020): Jurnal Media Ekonomi (JURMEK) Desember

DOI 10.32767/jurmek.v25i3.1137

Submitted: Dec 26, 2020

Published: Dec 10, 2020

Abstract

This research was conducted at PT. Indomarco Adi Prima Lubuklinggau Branch. The purpose of this study is to determine the effect of the product on purchasing decisions with promotion variables as moderation at PT. Indomarco Adi Prima Lubuklinggau Branch partially and simultaneously. The data collection technique used was a questionnaire. Respondents were consumers at PT. Indomarco Adi Prima Lubuklinggau Branch. The results of the research The effect of the product on the purchasing decision of Indomie Goreng, obtained t_countvalue of 3,797 and t_table is 0.1638 (t_table value n = 100) so it can be seen that if the criteria match t_count> tta t_table ble then Ho is rejected and Ha is accepted, which means that there is an influence. There is a significant difference between the product and the purchase decision of Fried Indomie, promotional moderation can strengthen the purchasing decision of Fried Indomie, the t_countis 5,261 and the t_table is 0.1638 (t_table value n = 100), then it can be seen that if the criteria are in accordance with t_count> t_table then Ho rejected and Ha accepted, which means that there is a significant influence between promotion and purchasing decisions Indomie Goreng, product influence, and promotion can strengthen Indomie Goreng purchasing decisions, That the effect of products on purchasing decisions is 12.8%. As well as the test results after the moderation variable, namely promotion can strengthen or increase purchasing decisions to 36.2%.