FAKTOR-FAKTOR YANG MEMENGARUHI KEPUTUSAN PEMBELIAN MIE INSTAN MEREK INDOMIE DI KALANGAN MAHASISWA UNIVERSITAS SEBELAS MARET

Abstract

ABSTRACT : This study aims to determine the most popular flavor variant of indomie instant noodles, the influence of price, product, promotion, distribution, individual and social factors on purchasing decisions for indomie instant noodles among students of Sebelas Maret University, and to determine the independent variable most influencing the dependent variable. The basic method of this research is descriptive method. The sampling method used accidental sampling with a sample size of 140 respondents. The data analysis method is multiple linear regression. The results of this study indicate that the most popular flavor variant is the original fried indomie. Together, the factors of price, product, promotion, distribution, individual and social influence the purchasing decisions of indomie instant noodles among students of Sebelas Maret University. Partially, price, product, distribution and individual factors have a significant effect. Meanwhile, promotional and social factors do not significantly influence purchasing decisions for indomie instant noodle products among students of Sebelas Maret University. The independent variable that has the most influence on purchasing decisions is the product factor variable.
Keywords:Indomie, Price, Products, Promotion, Distribution, Individual, Social,
Purchase Decision, UNS Student.