ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN PEMBELIAN PRODUK OBAT YANG DIJUAL BEBAS DI KECAMATAN DANUREJAN

Authors

  • Andri Purnamawati STIE IEU YOGYAKARTA Author
  • Rudolf Rehi Loghe STIE IEU YOGYAKARTA Author

Abstract

This study aims to prove whether the product factor (price), price (promotion), promotion (promotion) and place or channel distribution (place), partially (individually) affect the consumer's decision to buy over-the-counter drugs. The population of this study was 100 people in Danurejan District. Research results show that partially (1) product has a significant influence on consumer decisions in Danurejan District of Yogyakarta, (2) price has no significant effect on consumer decisions in Danurejan District of Yogyakarta, (3) promotion has a positive effect on consumer decisions in danurejan Yogyakarta District , and (4) place influences consumer decisions in the Danurejan District of Yogyakarta.

Keywords : analysis, consumer decision, purchase of products

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Published

2019-01-08

Issue

Vol. 14 No. 2 (2017)

Section

Articles

How to Cite

ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN PEMBELIAN PRODUK OBAT YANG DIJUAL BEBAS DI KECAMATAN DANUREJAN. (2019). Jurnal Optimal, 14(2), 27-41. https://jurnal.stieieu.ac.id/index.php/opt/article/view/81

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