Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Toko UD Shabrina Jaya (Studi Kasus UD. Shabrina Jaya Sendang Tulungagung)

Abstract

Abstract

This research was aim to determine the effect of marketing mix consisting of Product, Price, Place and Promotion on Purchasing Decisions at UD. Shabrina Jaya Sendang Tulungagung This research uses explanatory research with a quantitative approach. Sampling using the theory of Naresh K Malhotra, namely the number of items multiplied by 5 so that the number of samples is 190.Methods of data analysis in this study, using validity test, reliability test, classical assumption test and multiple linear regression test SPSS program. The results showed that the variables Product, Price, Place and Promotion simultaneously influence the purchasing decision variable. Variables Product, Price, Place and Promotion partially influence the Purchasing Decision variable at UD. Shabrina Jaya Sendang Tulungagung. The dependent and independent variables in this study show a positive relationship.

 

Keywords              : Product, Price, Location, Price, Promotion and Purchasing Decisions.