Falaq, Faerul (2022) Analysis of the Effect of Products, Prices, Promotions and Referral Groups on Purchase Decisions for IM3 Ooredoo Products (Study on Millennial Generation at CV. Gagah Store Gresik). Indonesia Vocational Research Journal, 1 (1). pp. 1-16. ISSN 2828-5719
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Abstract
The IM3 cellular operator consecutively ranks second in the Top Brand for 2019-2021 by recording a percentage increase every year from 12.70% to 14.60%, then to 16.30%. The millennial generation who entered the productive age amounted to 108,514,633 peoplein Indonesia in 2020 or 57%. The purpose of this study was to determine the purchase decision of IM3 Ooredoo in CV. Gagah Store in the millennial generation based on products, prices, promotions and referral groups. Sampling used proportionate stratifiedrandom sampling, with details of 29 people 20-24 years old, 29 people 25-29 years old, 30-34 years old 14 people, 35-39 years old 9 people, 40-44 years old 6 people. The regression used in this study is multiple linear regression with the equation function obtained: Y = 1.621 + 0.202X1 + 0.258X2 -0.132X3 + 0.270X4 + e. In testing the hypothesis, namely the significance test, product, price and reference group variables have an effect on purchasing decisions, while promotion variables have no effect on purchasing decisions.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | IM3 Ooredoo, CV. Gagah Store Gresik, millennial generation, purchasing decisions, products, prices, promotions and reference groups |
| Subjects: | Economic And Business Economic And Business > Management |
| Divisions: | Faculty of Economic and Business > Management Study Program |
| Depositing User: | FAERUL FALAQ |
| Date Deposited: | 29 Mar 2024 18:40 |
| Last Modified: | 29 Mar 2024 18:40 |
| URI: | http://eprints.umg.ac.id/id/eprint/10961 |
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