Analisis Pengaruh Harga Dan Varian Produk Terhadap Keputusan Pembelian Pada Toko Benua Emas Singkawang

Abstract

The purpose of this research is find out influence price and product mix to purchase decision at Benua Emas Singkawang. This research uses quatitative method. Data collection technique are interview, observation, and questionnaire. Population in this research are whole customer that have ever bought products at Benua Emas. Sample taking are 100 respondents. Analysis tools that used in this research is quatitative with SPSS version 25 analysis tool. Based on simultaneously test, result of this research prove that every independent variable which is price and product mix simultaneously have significant influence to dependent variable which is purchase decision. Based on partially test, the result proves that every independent variable which is price and product mix partially have significant influence to dependent variable which is purchase decision. There are suggestions that given from researcher are company suggested to maintain the price that can be reached but also maintain the price is not to low that can make perception to the product become bad, maintain equal price expected can make customer do repeat purchase and surely company’s income will improve.