ANALISIS PENGARUH KUALITAS PRODUK, PROMOSI DAN SALURAN DISTRIBUSI TERHADAP KEPUTUSAN PEMBELIAN DAN LOYALITAS KONSUMEN DALAMPEMBELIAN MINUMAN ISOTONIC MIZONE DI KOTA MALANG

Abstract

This research entitled The Analysis of Product Quality, Promotion, and Distribution Channels that Influence Purchase Decision and Loyality of Consumers in The Purchasing of Mizone Isotonic Drink in Malang Town. This research using purposive sampling method of 90 respondents. Analysis tool to be used is commonly path analysis or path analysis using multiple linear regression approach. Based on this research can be concluded that the variable quality of product, promotion and distribution channels proved significant to the purchase decision. Variable product quality, promotion and distribution channels proved significant consumer loyalty. And purchasing decisions proved significantly to consumer loyalty.