PENGARUH PROMOSI, HARGA DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PRODUK THE BODY SHOP DI MAL KOTA KASABLANKA

Abstract

This study is aimed to determine the influence of promotion, price and location on buying decision. The population in this study are  the buyers   of The Body Shop at Kota Kasablanka Mall. The sampling technique used is purposive due to efficiency and time limitation. The method of technique used is multiple linear regression, validity test, reliability test, classic assumption test (normality test, multicollinearity test, heteroscedasticity test, and linearity test) while the hypothesis test includes the F test, t test, partial analysis test, and the coefficient of determination (R2). The result showed that promotion, price and location on buying decisions  partially and simultaneously hjave a positive effect of buying decision.