PENGARUH HARGA DAN PRODUK TERHADAP KEPUTUSAN PEMBELIAN BEDAK DINGIN BUNGA TANJUNG PRODUKSI UD. SU’AIDI SALMAH

Many factors can influence consumer purchasing decisions for a product, such as product, price, promotion, and distribution, or what is known as the marketing mix. This research aims to determine the influence of the marketing mix of Bunga Tanjung Cold Powder on purchasing decisions. This research uses quantitative analytical research, and the method used is a questionnaire form. In this research, the sampling technique used was accidental sampling; the number of samples used was 100 respondents. The research results showed that the product with a calculated t value for the product variable was 5.214. Based on the test criteria, t count > t table, (5.214<1.985), then ha is accepted and ho is rejected, and the significance level is 0.000 < 0.05, and the price with the count value for the price variable is 4.049. Based on the test criteria, t count > t table, (4.049>1.985), then ha is accepted and ho is rejected, and the significance level is 0.000 < 0.05. Which means that partially, the price and product variables influence the decision to purchase cold powder bunga tanjung produced by ud. Su'aidi Salmah.