Abstract:
This study was conducted to determine the factors that influence purchasing decisions,
namely, product, price, location, promotion in deciding on purchasing snacks in Cikarang.
The data collection research method used is a quantitative method using a questionnaire,
with a sample size of 100 people using the purposive method, and the sampling method used
by chance as a sample. Based on the results of this study using classic assumptions analysis,
hypothesis, and multiple linear regression as follows: Y = 0.117 X1 + 0.101 X2 + 0.011 X3 +
0.649 X4,. Based on the analysis of statistical data, the indicators in this study are valid and
reliable. The most influential variables are promotional variables with a regression
coefficient of 0.649, while the smallest variable that does not affect is the location variable
with a regression coefficient of 0.011.
