Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang

Ida Rachmawati ; Nurul Hidayatinnisa’
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen... 📅 2024 Vol 2, No 2 🔗 DOI: 10.61132/manuhara.v2i2.783
Abstract
This study aims to analyze the effect of multi-level marketing strategy, prices, and product knowledge on purchasing decisions. This research used causal associative research with a quantitative approach. This study used observation and questionnaires as the data collection techniques. The questionnaires were distributed to 70 respondents, namely all consumers of Herbalife products at Bless Fit Club Jombang. The data analysis used descriptive_analysis, questionnaire test, classical assumption test, multiple regression analysis, analysis of the coefficient of determination and hypothesis testing. The test results show that multi-level marketing strategy and product knowledge have a positive.effect on purchasing decisions, while price does not affect purchasing decisions. The results of this study can be concluded that multi-level marketing strategy, prices, and product knowledge together have a positive effect on purchasing decisions. Herbalife needed to improve communication with consumers. One of them is about the compatibility of price with product quality so that consumers are interested in purchasing Herbalife products. In addition, Herbalife needs to optimize the multi-level marketing and product knowledge strategies that have been implemented so as to influence consumer purchasing decisions.
Keywords
Multi-Level Marketing Strategy; Price; Product Knowledge; Purchasing Decision; Herbalife
How to Cite

Ida Rachmawati & Nurul Hidayatinnisa’ (2024). Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(2). https://doi.org/10.61132/manuhara.v2i2.783

Ida Rachmawati; Nurul Hidayatinnisa’, "Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang," Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 2, no. 2, 2024.

Ida Rachmawati; Nurul Hidayatinnisa’. "Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, vol. 2, no. 2, 2024.

Ida Rachmawati; Nurul Hidayatinnisa’. "Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang." Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis 2, no. 2 (2024).

Ida Rachmawati & Nurul Hidayatinnisa’ (2024) 'Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang', Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis, 2(2). doi: 10.61132/manuhara.v2i2.783.

Ida Rachmawati; Nurul Hidayatinnisa’. Pengaruh Strategi Multi Level Marketing, Harga, dan Product Knowledge Terhadap Keputusan Pembelian : Studi Pada Konsumen Produk Herbalife di Bless Fit Club Jombang. Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis. 2024;2(2).

Artikel Terkait

Pengaruh Brand Trust Memediasi Electronic Word of Mouth terhadap Purchase Intention pada Brand Fashion Hamata Studios

I Putu Bintang Pramesta Ardhyan; Tjokorda Gde Raka Sukawati

Analisis Pengaruh Digital Marketing terhadap Nilai Perusahaan dengan Profitabilitas sebagai Variabel Mediasi: Studi pada Perusahaan Kosmetik yang terdaftar di Bursa Efek Indonesia

Nugrah Leksono Putri Handayani; Poppy Fitrijanti Soeparan; Mohammad Hidayatul Holili

Analisis NPL, CAR, dan NIM dalam Mempengaruhi ROA melalui BOPO pada PT. Bank Rakyat Indonesia Tbk

Silfi Oktariyani; Fauzia Nurul Fitri

Integrasi Teknologi dalam Transformasi SDM dan Analisis Data Karyawan

Hairul Hairul; Maulana Jauhari; Rifky Gismanyan; Irfan Hafidz Muhyiddin; Mada Aditia Wardhana

Fenomena Utang Digital: Mengupas Peran Fintech, Lifestyle, dan Self-Control dalam Perilaku Utang Milenial berdasarkan Gender

Zulfa Zakiatul Hidayah; Erin Soleha

Integrasi Human Resource (HR) Analytics sebagai Strategi dalam Meningkatkan Pengalaman Karyawan

Azmil Indillah Suwandi; Imariana Nur Mutiara; Qoonita Nurhasanah; Afrian Bintang Putra; Mada Aditia Wardhana
Tren Sitasi Jurnal