PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA BOMBAY TEXTILE MUARA TEWEH KABUPATEN BARITO UTARA PROVINSI KALIMANTAN TENGAH

Abstract

Management, 2023, The Effect of Marketing Strategy on Purchasing Decisions at Bombay Textile Muara Teweh. The purpose of this study is to ascertain and show how marketing strategies affect customer purchasing decisions Bombay Textile Muara Teweh. The method in this study is quantitative correlation, with a sample size of 100 buyers, the data collection technique is to use questionnaires and documentation, then use multiple regression analysis techniques with SPSS Version 26. The results of the study indicate that promotion, product, location, price and promotion have a significant effect simultaneously on fabric purchasing decisions at Bombay Textile Muara Teweh, product, price, promotion and location partially have a significant effect on fabric purchasing decisions at Bombay Textile Muara Teweh, the most dominant influence is location on fabric purchasing decisions Bombay Textile Muara Teweh.