Effect of Promotion, Price and Distribution Channels on My-Gell Pen Purchase Decisions at PT. Emico Mitra Cemerlang Medan

Abstract

This research is motivated by the decreasing number of consumers of PT. Emico Mitra Cemerlang Medan in the period of 2020. The decline in the number of purchase decisions indicates that purchase decisions products from PT. Emico Mitra Cemerlang Medan by looking at the existing problems, this research is directed to analyze how to increase satisfaction with the support of increasing promotion, price and distribution channels. In this study, the criteria used are regular customers, what is meant by regular customers here are product users who have used PT. Emico Mitra Cemerlang Medan. The number of samples is determined based on the calculation of the slovin formula with a tolerable error rate of 10%, it will obtain a total sample of 100 people. The data analysis method used in this study is multiple regression. The result of the research shows that promotion, price and distribution channels have a positive and significant effect on purchase decisions. The author's suggestion is to improve purchase decisions by increasing promotion, maintaining purchase decisions and setting price that are more in line with customer abilities. PT. Emico Mitra Cemerlang Medan needs to maintain elements that have been considered good by customers and need to improve things that are still lacking. Keywords: Promotion, Price, Distribution Channels, Purchase Decisions.