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The purpose of this study is to analyze the effect of variables such as distribution, price, promotion and product to decision in purchasing batik in Showroom Widya Kusuma Sragen and to analyze the variable that has the most dominant influence on purchase decisions in the Showroom Widya Kusuma batik Sragen. The research was conducted with a quantitative approach, data collection is prepared by distributing questionnaires and documentation. Samples used as many as 100 people. The tools used to analyze are data instrument test, classical assumption test and multiple linear regression. From the data analysis conducted by researchers, it can be derived the equation Y = 4,220-0,156X1 + 0,448X2 + 0,294X3 + 0,228X4 + e, which can be interpreted that the variable distribution (X1) has a negative influence on the decision to buy, whereas price variable (X2), promotion variable (X3) and product variable (X4) have positive influence on consumer purchase decisions. T test results showed that: (1) X1 with t=-2.240 then distribution variable has a significant negative effect on consumer purchasing decisions, thus the hypothesis proved to be true. (2) X2 with t=6.191, the price variable has positive and significant impact on consumer buying decisions and is the most dominant variable to influence the purchase decisions, thus the hypothesis proved to be true. (3) X3 with t=3.870, the promotion variable has positive and significant impact on consumer purchase decisions, thus the hypothesis proved to be true. (4) X4 with t=3.728 then product variable has positive and significant impact on consumer purchase decisions, thus the hypothesis proved to be true. The test results of 76.674 F shows that the influence of the independent variables consisting of distribution, price, promotion and product simultaneously influence the consumer decision to buy batik in Showroom Widya Kusuma Sragen, thus the hypothesis proved to be true.
Kata kunci: distribusi, harga, promosi, produk dan keputusan konsumen
