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This study aims to partially determine product, price, promotion, place, people, process and physical purchase decisions on Micro, Small and Medium Enterprises Jalan Halat Medan. The total population in this study amounted to 100 people, and all of them were sampled with saturated sampling technique. The analysis technique used is multiple linear regression.
The results showed that the product had a positive and significant effect on the purchase decision, price had a negative and significant effect on the purchase decision, promotion had a positive and insignificant effect on the purchase decision, place had a positive and significant effect on the purchase decision, people had a negative and insignificant effect on the purchase decision, the process has a positive and insignificant effect on purchase decisions and physical has a positive and significant effect on purchase decisions at MSME Jalan Halat Medan.
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