FACTORS INFLUENCING CONSUMER PURCHASE DECISION ON NEW PRODUCT (CASE STUDY OF ORONAMIN C)

Abstract

The purpose of this study is to identify the factors influencing consumer purchase decision on new product using quantitative research. This quantitative research will evaluate the influence of advertisement, price, and word of mouth towards purchase decision of new product. This research is using classical assumption test, and for hypothesis testing using multiple regression. This research using t-test for testing partial level of 0.05, f-test for testing simultaneous influence to dependent variable, and coefficient of correlation (R) and determination (R2 ). This research is conducted in Indonesia using non-probability sampling which is convenience sampling and using 158 respondents. The result indicates that advertisement, price, and word of mouth have significant influence towards purchase decision with .000 significant value. This research also indicates that advertisement, price, and word of mouth have simultaneous significant influence towards purchase decision with .681 of the adjusted R2.