Faktor-faktor yang Memengaruhi Keputusan Konsumen dan Membeli Rokok Gudang Garam Surya di Banjarmasin

Abstract

This study aims to determine the factors that influence purchase decisions on Surya Gudang Garam cigarettes in Banjarmasin. The research data was obtained by distributing questionnaires to 80 customers who purchase and consume cigarettes Gudang Garam Surya in Banjarmasin. The sampling method is to use Rosqoe approach. In this study there were four independent variables and one dependent variable to obtain a sample size of at least 50 people. How sampling is done by distributing questionnaires to consumers who want to buy cigarettes Gudang Garam Surya when the Sales Promotion Girl doing deals in the area of Banjarmasin. The data obtained were processed using factor analysis tool SPSS version 22.0. The results showed that four independent variables were analyzed using regression analysis model, namely product, price, place and promotion, simultaneously have a significant influence on consumer decisions to buy cigarettes GudangGaram Surya in London, because it has a value of F is greater than F tabel is in the amount of 67.738> 2.494. Partially, variable product (X1), price (X2), place (X3), and promotion (X4) positive and significant impact on purchasing decisions Surya Gudang Garam cigarettes in Banjarmasin.