ANALYSIS OF THE INFLUENCE OF PRODUCTS, PRICES AND PROMOTIONS ON PURCHASING NUTRISARI DURING THE COVID-19 PANDEMIC

Abstract

This research  to analyze and determine the effect of product, price and promotion on the purchase of Nutrisari during the Covid-19 Pandemic.The results of simultaneous tests that have been carried out on Products, Prices, and Promotions have a positive and significant effect on Purchases with the regression equation Y = 0.090 + 0.208(X1) + 0.516(X2) + 0.207(X3), the simultaneous influence contribution is 59, 9% and the remaining 40.1% is influenced by other factors. From hypothesis testing, it is obtained that the calculated F value is greater than F table or (47.815 > 2.700), this result is also evidenced by the coefficient value of the hypothesis testing model where the significance value is positive, namely 0.000 < 0.05 so that H0 is rejected and H1 is accepted, meaning that there is a significant effect. positive and significant between Product (X1), Price (X2) and Promotion (X3) on Purchase (Y).

Keywords: price, product, promotion, purchase