Pengaruh promosi, harga dan loyalitas pelanggan terhadap keputusan pembelian produk minyak gemuk di PT. Cipta Sarana Jaya Abadi

Abstract

This research has the background to achieve the author's goal, namely to study and then explain the effect of promotion, price, and customer loyalty on purchasing decisions of fat. Currently, the results obtained in seeking promotions and prices at the company are not maximal enough. Therefore, research is carried out using measurements using scientific methods. Determining the sample using the Slovin formula, then obtained i75 customers of PT. Cipta Sarana Jaya Abadi. The population to measure the research instrument test (reliability and validity test), classical assumption test (multicollinearity test, normality test, and heteroscedasticity test), and questionnaires using hypothesis testing using SPSS data processing. This study allegedly shows the effect of promotion, price, and customer loyalty that is positive and significant on purchasing decisions. So it can be concluded that purchases will increase if the company provides promotions and the best prices for customers and prospective customers and provides satisfactory service to increase customer loyalty to repeat or continuous purchases.