ANALYSIS OF PRICE, PROMOTION, PRODUCT QUALITY, AND LOCATION ON PURCHASING DECISIONS MEDIATED BY COMPETITIVE ADVANTAGE ON STIK BAWANG TINA JAYA KEDUNGPRING STRUCTURAL EQUATION MODELING (SEM) - PARTIAL LEAST SQUARES (PLS) METHOD

Abstract

This study aims to examine the analysis of price, promotion, product quality, and location on purchasing decisions at Stik Bawang Tina Jaya mediated by competitive advantage. The type of research used is descriptive quantitative. The population was 239 which was taken from customers of Stik Bawang Tina Jaya with a sample size of 150 customers. Data collection techniques by distributing questionnaires to respondents. The data analysis used is SmartPLS 3.0 ver. The results of this study can be concluded that Price and Location have a positive and significant effect on Purchasing Decisions and have a positive but insignificant effect on Competitive Advantage. Product quality has a positive and significant effect on Purchasing Decisions and Competitive Advantage. Promotion has a positive but insignificant effect on Purchasing Decisions and Competitive Advantage. Competitive Advantage has a negative but significant effect on Purchasing Decisions. Based on these results, it can be concluded that the main factors influencing Purchasing Decisions are Price, Product Quality and Location, while Competitiveness is not able to be a strong mediating variable in the relationship between the independent variables and Purchasing Decisions.