PENGARUH PROMOSI, GAYA HIDUP DAN LOKASI TERHADAP KEPUTUSAN PEMBELIAN PADA SHOWROOM SINARMAS MOBILINDO BATAM

Abstract

In an era where everyone has a variety of choices from various business actors providing goods and services, business actors are required to make extra efforts to attract the attention of consumers. This is because business actors must always be alert in dealing with changes that occur in the surrounding environment. Business opportunities that continue to emerge with increasing consumer needs encourage businesses to continue to provide new ideas for presenting the products they provide. This study aims to determine the effect of the variable (X) promotion, life style and location on the variable (Y) buying decision. The method used in this study is a quantitative method by collecting data through a questionnaire (questionnaire). The research results show that hypothesis testing is carried out with the aim of providing an overview of the relationship of each independent variable, Promotion (X1), Lifestyle (X2) and Location (X3) variables affect the dependent variable, namely Purchase Decision (Y). In this application, the company must pay attention to the variables Promotion (X1), Lifestyle (X2) and Location (X3) because the three variables above have an influence both partially and simultaneously on the Purchase Decision (Y) in the company.