PENGARUH HARGA, VARIASI PRODUK DAN PERSONAL SELLING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN IKAN HIAS DI MOLA MOLY PONOROGO

This study aims (a) to find out whether the price factor influences the purchasing decisions of ornamental fish consumers. (b) To find out whether the factor of product variation has an effect on consumer purchasing decisions of ornamental fish. (c) To find out whether personal selling factors affect the purchasing decisions of consumers of ornamental fish in Mola Molly Ponorogo. In this study, a random sample was taken with a sample of 190 consumers. Then in extracting the data by distributing questionnaires to respondents. The data analysis method used is multiple linear regression analysis. With the result (1) the magnitude of the constant = 22.134. For the regression variable X1 = -0.461, it means that if the price factor increases by 0.461, then consumer purchasing decisions will decrease by 0.461, and vice versa. For the X2 variable = if the product variation variable increases, it will be able to change consumer purchasing decisions by 0.308. For variable X3 = 0.352, where other factors are constant or other factors = 0. Then the results of the t test for X1 = - 7.203, for variable X2 = 4.597, and for X3 = 5.177, then t table at n = 190 with a significance level 95% or = 5% the value is 1.960. It can be said that t test > t table. The results of hypothesis testing with the F test can be conveyed that the results of the Fcount value are greater than Ftable (15.906 > 2,600).
Keywords : Price, product variety, personal seling and consumer purchasing decisions