Abstract: Problems that occur is the sale of vape with the original merk does not show increase from month to month, exactly in May to July decreased. Though currently vape musim is getting in demand so consumers who are looking for vape pretty much. Based on the results of prasurvey conducted, it appears that the decline in sales is allegedly caused by the strength of the original merk is not very good, the original vape price is considered expensive and the distribution of goods that are less evenly distributed. This study aims to analyze the influence of merk equity, price and distribution of the original vape purchase decision in Semarang.
The population used in this study is all Vape consumers in Semarang. The sampling technique used is purposive sampling. Sampling criteria were 96 vape consumer in Semarang. Methods of data collection in this study using questionnaires. Methods of data analysis using multiple linear regression analysis.
Based on the results of merk equity, price and distribution have a positive effect on the purchase decision of original vape in Semarang. The original vape purchase decision in Semarang can be explained by merk equity, price and distribution of 81%.
Keywords: merk equity, price, distribution, purchase decision
Penulis: Ahmad Bahtiar, Edy Rahardja
Kode Jurnal: jpmanajemendd170911
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