PENGARUH PRODUK, HARGA, LOKASI, PROMOSI, DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RAVANDA JEMBER

Devi, Widiyanti Maulina PENGARUH PRODUK, HARGA, LOKASI, PROMOSI, DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RAVANDA JEMBER. PENGARUH PRODUK, HARGA, LOKASI, PROMOSI, DAN CELEBRITY ENDORSEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO RAVANDA JEMBER. pp. 1-3.

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Abstract

ABSTRACT THE INFLUENCE OF PRODUCT, PRICE, LOCATION, PROMOTION, AND CELEBRITY ENDORSEMENT ON PURCHASE DECISIONS AT RAVANDA STORE JEMBER Devi Widiyanti Maulina deviiwidiyanti0306@gmail.com This This study aims to determine the effect of Product, Price, Location, Promotion, and Celebrity Endorsement on Purchasing Decisions at Ravanda Jember Store. The data for this study were obtained from distributing questionnaires to research objects with a sampling technique using Purposive Sampling. This type of research is quantitative. Respondents in this study were consumers who purchased products at least 2 times at Ravanda Jember Store. The number of respondents was 60 respondents. Data analysis in this study used Validity Test, Reliability Test, Normality Test, Multicollinearity Test, Heteroscedasticity Test, Multiple Linear Regression Analysis Test, Determination Coefficient Test (R2), t Test and F Test. The results of this study indicate that the product variable does not significantly affect purchasing decisions, the price variable significantly affects purchasing decisions, the location variable does not significantly affect purchasing decisions, the promotion variable does not significantly affect purchasing decisions, the celebrity endorsement variable does not significantly affect purchasing decisions. Keywords: product, price, location, promotion, celebrity endorsement, purchasing decisions.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	MANAJEMEN-S1
Depositing User:	KARIM BUDIONO
Date Deposited:	19 Jan 2026 04:46
Last Modified:	19 Jan 2026 04:46
URI:	http://repo.itsm.ac.id/id/eprint/1658

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