The Effect of Product, Price, Distribution and Promotion of the Decision to Purchase (Ultra High Temperature Milk) Pt. Ultra Milk Jaya

Abstract

This study aims to Determine Whether there is influence between Product, Pricing, Distribution and Promotion of the Purchase Decision milk (UHT) PT. Ultra Milk Jaya.

The research was Carried out for two months, starting in December 2018 and January 2019. Populasi approach in this study is a resident of the millennial generation, amounting to 223 responden.Teknik sampling technique used is purposive sampling consumer customer nonprobability population Milk (UHT) PT. Ultra Milk Jaya domiciled in Jakarta Capital Jakarta.Teknik using literary techniques of data collection and analysis of data using software kuesioner.Teknik SmartPLS 3.2.8.PLS version (Partial Least Square) with structural equation analysis (SEM) the results Showed that the variables that have a major influence on purchase decision Milk (UHT) PT. Ultra Milk Jaya is the price.While the variables that have a low impact on the purchase decision Milk (UHT) PT. Ultra Milk Jaya is a promotion. In this study, found the results of the mutual effect lecture - similar and significant correlation between Product, Price, Distrubsi and Promotion of the Purchase Decision milk (UHT) PT. Ultra Milk Jaya.