PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Di Toko Second Murah Galo)

Abstract

Thisstudy aims todetermine the effect ofmarketing mix, product(X1), price(X2), Place(X3) and promotion(X4) on purchasingdecisions (Y) using theanalytical method, multiple linearregression, multiplecorrelation, determination, t test and F Test. Fromthe results ofthe multiple linearregression test, theequation Y = 5.366 + 0.051X1 + 0.293X2 – 0.121X3 + 0.810X4. From results themultiple correlationtest, thevalue (R) = 0.777 is the coefficientinterval 0.60 - 0.799, meaning thatthere isquart correlation between theproduct variables(X1), price(X2), Place(X3) and promotion(X4) on purchasing decisions( Y). From testresults coefficient determination, thevalue of R2 = 0.113 or(11.3%) meansthat togetherproduct (X1), price(X2), Place(X3) and promotion(X4) contribute to the purchasedecision (Y) of R2 0.592 or (59.2%). From results of the t test, the t value ofthe product (X1) is 1.226 with α = 0.222 greaterthan α = 0.05 meaning theproduct (X1) has no effect on the purchasedecision (Y). The value of t calculated price(X2) is 3.822 with α = 0.000 lessthan α = 0.05 meaning thatprice (X2) has a significant effect on purchasingdecisions (Y). t value forPlcae (X3) is - 1.530 with α = 0.128 greater than α = 0.05, meaning thatPlace (X3) has no effect on purchasingdecisions (Y). The t value for promotion (X4) is 9.033 with α = 0.000 lessthan α = 0.05 meaning thatpromotion (X4) has a significant effect on purchasingdecisions (Y). From the testresults Fcount is 53.167 with α = 0.000 smallerthan α = 0.05 means that Ha is accepted. Then simultaneouslproduct (X1), price(X2), Place (X3) and promotion(X4) on purchasingdecisions (Y).