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Fina Nuraeni Pengarang Hj. R.A.E.P. Apriliani, S.E., M.M. Dosen Pembimbing 1 mefta Dosen Pembimbing 2 Yusqi Mahfudz, S.E., M.M. Penguji 2

Penelitian ini bertujuan menganalisis pengaruh Personal Selling, InovasiProduk, Brand Image, dan Sales Promotion terhadap keputusan pembelianMorinaga Chil-go Powder di Rita Pasar Raya Wonosobo. Melalui survei dananalisis statistik, temuan menunjukkan bahwa hanya Sales Promotion yangmemiliki pengaruh positif signifikan terhadap keputusan pembelian. Sementara itu,Personal Selling memiliki dampak negatif, sedangkan Inovasi Produk dan BrandImage tidak berpengaruh secara signifikan. Hasil ini memberikan wawasan pentingbagi strategi pemasaran produk sejenis di pasar ini, menekankan pentingnya SalesPromotion dalam memengaruhi keputusan pembelian konsumen.