The Influence of Prices, Promotions, Product Quality and Product Diversity on Electric Cigarette Purchase Decisions by City Only

This research aims to analyze the influence of price, promotion, product quality and product diversity on
the decision to purchase e-cigarettes in the city of Solo. The research method used was a survey with a
simple random sampling technique. The research sample consisted of 90 respondents who were
consumers of electronic cigarettes in the city of Solo. Data analysis uses multiple linear regression. The
research results show that the factors price, promotion, product quality and product diversity have a
significant positive influence on the decision to purchase e-cigarettes in the city of Solo. Purchasing
decisions have a significant positive influence on purchasing decisions for electronic cigarettes in the city
of Solo. It can be concluded that the variables Price, Promotion, Product Quality and Product Diversity
are able to explain the independent variables on the level of decision to purchase e-cigarettes in the city of
Solo by 88.1% while the remaining 11.9% is explained by other variables outside the variable model in
this research.
Keywords: price, promotion, product quality and product diversity