THE ANALYSIS OF PRICE, PROMOTION, AND PLACE AND THEN TO EFFECT ON CONSUMER DECISION MAKING A Study of Structural Equation Modeling in Healthcare Products

Journal Title: The Management Journal of Binaniaga - Year 2017, Vol 2, Issue 2

Abstract

The purpose of this study is to determine the customer’s purchasing decision toward the product that directly influenced by the price variable, promotion variable and place variable, included analyzing the policy of price decision, promotion implementation and how important the place to decide customer’s purchasing decision. The method used in his study is survey method using Structural equation modeling (SEM) analyzing technique through AMOS application. The result of the study shows that the price influenced the purchasing decision making as (CR) 2,399 > 1,96, and the promotion influenced the purchasing decision making as (CR) 3,493 > 1,96, and the place did not influence the purchasing decision making as (CR) 1,089 < 1,96.

Authors and Affiliations

Ismulyana Djan, Fitriyanti .

Keywords

Related Articles

MODEL ANALYSIS OF CUSTOMERS’ ATTITUDE AND BEHAVIOUR UPON INSTANT NOODLE PRODUCTS

This research aims to figure out the attitude and behavior of the consumers upon instant noodles, and to find out a relative value of affecting attributes. Data resources of this research have been obtained from 200 res...

THE INFLUENCE OF HUMAN RESOURCE COMPETENCY ON EMPLOYEES PERFORMANCE

Competition requires every organization to increase the quality in their competitiveness by using high quality and competent human resources. The competency should be beyond academic and working skills alone, and should...

ANALYSIS OF QUALITY OF WORKLIFE (QWL) IMPLEMENTATION AGAINST JOB SATISFACTION AND COMMITMENT OF THE EMPLOYEES.

Increased productivity needs being in line with the increase in employee performance. To be able to improve employee performance, companies must create working conditions that offer incentives for employees to satisfy th...

MAPPING ANALYSIS OF THE ORGANIZATIONAL CULTURE BY APPLYING THE ORGANIZATIONAL CULTURE ASSESEMENT INSTRUMENT (OCAI) AT PT. BANK MUAMALAT INDONESIA BOGOR AREA

This research has been applying a survey method of the Organizational Culture Assessment Instrument (OCAI). The researcher had been surveying to 15 potential positions, Operational Manager, Brand Manager Human Resource M...

STRATEGY FORMULATION OF PT. BANK PEMBANGUNAN DAERAH KALIMANTAN TIMUR

The purposes of this study are: 1. To find out the factors which become the main strengths and weaknesses of PT. Bank Pembangunan Daerah Kalimantan Timur 2. To find out the factors which become the opportunities and thre...

Download PDF file
  • EP ID EP421896
  • DOI 10.33062/mjb.v2i02.137
  • Views 78
  • Downloads 0

How To Cite

Ismulyana Djan, Fitriyanti . (2017). THE ANALYSIS OF PRICE, PROMOTION, AND PLACE AND THEN TO EFFECT ON CONSUMER DECISION MAKING A Study of Structural Equation Modeling in Healthcare Products. The Management Journal of Binaniaga, 2(2), 65-72. https://europub.co.uk/articles/-A-421896