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Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk (Study Kasus Pada Mahasiswa FEB UNISMA Konsumen Pesen Kopi Cabang Sigura-gura Malang)

Jurnal Ilmiah Riset Manajemen

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Title Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk (Study Kasus Pada Mahasiswa FEB UNISMA Konsumen Pesen Kopi Cabang Sigura-gura Malang)
 
Creator Nurfaizi, Muchamad Rizal
Widarko, Agus
ABS, M. Khoirul
 
Description AbstractThe purpose of this research is to analyze the effect of marketing mix (product, price, promotion, place) on purchasing decisions.This research uses quantitative methods by collecting data through questionnaires. The population in this research were students of FEB UNISMA (Islamic University of Malang). The sampling technique uses purposive sampling with the criteria of FEB UNISMA students (Islamic University of Malang) who have made a purchase at the Malang Pesen Kopi Branch, Sigura-gura Malang. The sample was 91 respondents with a questionnaire collection technique. Technical data analysis in this study uses descriptive analysis techniques and multiple linear regression. The results of this research prove that the first hypothesis tests the relationship of marketing mix (product, price, promotion, place) to the purchase decision simultaneously. The second hypothesis examines the relationship of marketing mix (product, price, promotion, location) partially influential, which results in the product and place having a partially insignificant effect on purchasing decisions. Price and promotion have a partially significant effect on purchasing decisions. Keywords : Marketing mix (product, price, promotion, place), Purchasing decision.
 
Publisher Jurnal Ilmiah Riset Manajemen
 
Contributor —
 
Date 2020-02-08
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/jrm/article/view/6327
 
Source Jurnal Ilmiah Riset Manajemen; eJrm Vol. 09 No. 10 Februari 2020
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/jrm/article/view/6327/5206
 
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