The Influence of Product, Price, and Promotion Towards Purchase Decision on Yumala Brand

Abstract

This research aims to know the influence of product, price, and promotion towards purchase decision of Yumala brand. In this research, the population is customer of Yumala. The sampling was conducted with roscoe formula that produces score of 40. Questionnaire is the tool for data sampling. The amount of question within the questionnaire is 21 by using Likert scale. The research was conducted during February 2018. This research is using regression analysis with validity and reliability test in every questions. Hypothesis test is applied in this research by F test, T test, correlation coefficient, and determination coefficient. Classical assumption test is applied in this research by using multicollinearity test, heteroscedasticity test, auto correlation test, normality test, and linearity test. The result of this research is the product variable, price variable, and promotion variable are significantly influenced the purchase decision towards Yumala brand.