PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Di Toko Second Murah Galo)
DOI:
https://doi.org/10.46576/bn.v6i2.3544Kata Kunci:
Product, Price, Place, Promotion and Purchase DecisionAbstrak
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).
Referensi
Hair, Et Al. (2014). Multivariate Data Analysis, New International Edition., Newjersey : Pearson.
Ismanto, W., Munzir, T., Tanjung, R., Lestari, L., & Ashari, E. (2022). Pengaruh Marketing Mix Terhadap Keputusan Pembelian. Jurnal Dimensi, 11(1), 200–210. Https://Doi.Org/10.33373/Dms.V11i1.4071
Kotler & Keller. (2016). Manajemen Pemasaran. Jakarta: Erlangga.
Kotler, Philip, And G. A. (2017). Principles Of Marketing. 17th Ed. New York.
Lupiyoadi, R. (2013). Manajemen Pemasaran Jasa. Salemba Empat. Jakarta.
Njoto, D. P., & Sienatra, K. B. (2018). Pengaruh Promosi Terhadap Keputusan Pembelian Konsumen Wenak Tok. Pengaruh Harga Diskon Dan Persepsi Produk Terhadap Nilai Belanja Serta Perilaku Pembelian Konsumen, 7(9), 27–44.
Nurmansyah. (2018). Pengantar Manajemen Pemasaran, Unilak Press, Jakarta.
Patma, I. (2013). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Merek Honda Pada Pt. Daya Anugrah Mandiri Cabang Samarinda. Administrasi Bisnis, 1(4), 384–394. Httpejournal.Adbisnis.Fisip-Unmul.Ac.Idsitewp-Contentuploads201311full Jurnal (11-27-13-01-40-35)
Permana, J., & Adji, W. H. (2021). Pengaruh Lokasi Dan Harga Terhadap Keputusan Pembelian Di Khanza Barokah Minimarket. Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi, Vol.5(No.2), 1692–1701.
Saladin, D. (2016). Intisari Pemasaran Dan Unsur-Unsur Pemasaran. 4th Ed. Bandung: Linda Karya.
Tjiptono, F. (2015). Strategi Pemasaran. Yogyakarta: Andi Offset.
Wahyuni, R. F., & Widaningsih, S. (2017). Pengaruh Promosi Personal Selling Dan Direct Marketing Terhadap Keputusan Pembelian Di Astra Credit Companies ( Acc ) Bandung The Influence Of Personal Selling Promotions And Direct Marketing In The Purchasing Decisions At Astra Credit Companies ( Acc ) Bandung, 3(3), 1122–1128.
Wardani, R. K., & Manalu, M. (2021). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada Marketplace Shopee. Intelektiva, 3(4), 88–95.
