Pengaruh Situasi, Produk, dan Individu Terhadap Keputusan Pembelian Obat Tradisional Karo Di Kota Medan

Abstract

This research was conducted in the city of Medan to examine the influence of circumstances, products, and individuals on purchasing decisions karo traditional medicine in the city of Medan. This study aims to determine the influence of circumstances, products and individuals on purchasing decisions karo traditional medicine in the city of Medan. This study uses 100 respondents as samples and sampling technique using purposive sampling method. Data analysis method used is quantitative analysis methods which include validity, reliability test, classic assumption test, multiple linear regression analysis, hypothesis testing by t-test, F test, and test the coefficient of determination (R2 test). Data that has fulfilled valditas testing, reliability testing, and classical assumption regresisebagai processed resulting in the following equation: Y = 8,485 + 0,238 + 0,265 + 0,094 + e Where the purchase decision variable (Y), the situation (X1), product (X2), and individuals (X3). Testing hypotheses F test showed that the situation, products, and individual positive and significant impact on purchasing decisions drugs. Testing the hypothesis on the T test, there are variables that are not significant at the individual variables (X3) while the variable situation (X1) and product (X2) positive and significant impact. Test the coefficient of determination (R2) looks on R Square of 0.435 indicates that 43.5% purchasing decision karonese traditional medicine can be explained by situation variables, product, and individual and the remaining 56,5% can be explained by vari- variables not examined in this study.