PENGARUH KUALITAS PRODUK, PROMOSI, HARGA DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK JOHNSON AND JOHNSON INDONESIA

Abstract

The background of the problem shows the top brand data of baby products is in the third position.
This is influenced by consumer behavior in choosing the right object in making purchasing decisions. So, the
formulation of the problem is how to increase sales of Jinin baby optimally.
The sample of this study was 96 respondents. With the sampling method using purposive sampling
technique that is sampling according to criteria that have been determined by researchers where the sample
selected uses consideration in accordance with the objectives and problems that the researcher developed.
This study uses multiple regression analysis.
The analysis results prove that product quality, promotion, price and distribution channels have a
positive and significant influence on purchasing decisions. The coefficient of determination (Adj R2) is 0.799
which means that product quality, promotion, price and distribution channels affect 79.9% of purchasing
decisions.
Keywords: product quality, promotion, price and distribution channels, purchasing decisions.