ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh dari produk, harga, promosi dan lokasi terhadap keputusan pembelian mesin jahit Brother pada PT. Brothersindo Saudara Sejati Area Jabodetabek dengan menggunakan penelitian kuantitatif. Teknik sampling yang digunakan yaitu, nonprobability sampling dengan jenis sampling jenuh. Metode analisis data yang digunakan adalah analasis regresi linear berganda. Hasil menunjukkan terdapat pengaruh yang signifikan pada variabel produk (X1) dan variabel promosi (X3) secara parsial terhadap keputusan pembelian mesin jahit Brother. Sedangkan pada variabel harga (X2) dan variabel lokasi (X4) tidak terdapat pengaruh yang signifikan terhadap keputusan pembelian mesin jahit Brother. Secara simultan variabel produk, harga, promosi dan lokasi memiliki pengaruh positif yang signifikan terhadap keputusan pembelian mesin jahit Brother.

Kata kunci: bauran pemasaran, produk, harga, promosi, lokasi dan keputusan pembelian.

ABSTRACT
This research was conducted to determine the influence of products, prices, promotions and locations on the decision to purchase Brother sewing machines at PT. Brothersindo Saudara Sejati Jabodetabek Area using quantitative research. The sampling technique used is nonprobability sampling with a type of saturated sampling. The data analysis method used is multiple linear regression analysis. The results showed that there were significant influences on product variables (X1) and promotion variables (X3) partially on the purchase decision of the Brother sewing machine. Whereas in the price variable (X2) and location variable (X4) there is no significant influence on the purchase decision of the Brother sewing machine. Simultaneously the product, price, promotion and location variables have a significant positive influence on the purchase decision of the Brother sewing machine.

Keyword: marketing mix, products, prices, promotions, locations, and purchase decision. 

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