Peranan Segmentasi Pasar, Advertising, Dan Kualitas Produk Dalam Meningkatkan Keputusan Pembelian

Abstract

Purchasing decisions are important assets of the company in maintaining its business continuity. Companies that have good purchasing decisions from their consumers will be able to continue to produce and develop their business. The research is aimed at knowing the role of market segmentation, advertising, and product quality in increasing purchasing decisions at PT. International Moon Swing in Kerobokan, Badung. The entire population is 1,887 consumers with a total sample of 95 people. The analysis will use multiple linear regression method. The test results show that market segmentation, advertising, and product quality play a positive and significant role in increasing purchasing decisions. It is recommended that the company further improve market segmentation, advertising, and product quality so that purchasing decisions also increase.