PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPPING CENTER BATU WONDERLAND KOTA BATU

Abstract

ABSTRACT
This study aims to determine whether the Marketing Mix consisting of
Product, Price, Place and Promotion, influence the purchasing decision at Batu
wonderland Shopping Center as well as analyze the most dominant factors that
influence it.
The research method used is quantitative method with interview data collection
technique and questionnaire. The population in this study were the visitors and
who had visited the wonderland stone shopping center and samples taken as much
as 97 respondents using Non-Probability Sampling technique is the technique of
determining the sample based on certain considerations (purposive sampling).
After the distribution of questionnaires, the results of the questionnaire were
analyzed by using multiple linear regression analysis of path analysis (spss),
determination coefficient and hypothesis test.
The result of the research shows that marketing mix consisting of product, price,
place, and promotion have positive and significant effect to purchasing decision
at wonderland stone shopping center and promotion variable has the most
dominant influence on purchasing decision at Batu wonderland shopping center.
The conclusion of this research is that the better the marketing mix strategy
applied, the purchasing decision will increase.
Keywords : product, price, place, promotion, buying dicision