PENGARUH MARKETING MIX (PRODUK, HARGA, LOKASI,
DAN PROMOSI) TERHADAP KEPUTUSAN PEMBELIAN
PADA INDOMARET DRIVE THRU TOMANG 41
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Susanto, Haryo Resto Singgih
Subject
Manajemen Pemasaran
Datestamp
2022-01-04 07:36:49
Abstract :
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh marketing mix (produk, harga, lokasi, dan promosi) terhadap keputusan pembelian pada Indomaret Drive Thru Tomang 41. Penelitian ini menggunakan metode deskriptif dikuantitatif. Adapun penelitian sebanyak 100 orang, dengan rumus Moe. Data dihimpun melalui kuesioner dengan model skala likert. Untuk memecahkan masalah penulis menggunakan metode pengumpulan data berupa data lapangan (field research) dan data perpustakaan. Metode analisis data menggunakan analisis regresi linier, koefisien korelasi dan koefisien determinasi. Berdasarkan hasil dan pembahasan menunjukkan bahwa secara parsial dan simultan terdapat pengaruh signifikan marketing mix yang terdiri dari produk, harga, lokasi, dan promosi terhadap keputusan pembelian pada Indomaret Drive Thru Tomang 41. Kata kunci : Produk, Harga, Lokasi, Promosi, Keputusan Pembelian ABSTRACT This study aims to determine and analyze the effect of the marketing mix (product, price, location, and promotion) on purchasing decisions at Indomaret Drive Thru Tomang 41. This study uses a quantitative descriptive method. As for the research as many as 100 people, with the Moe formula. Data were collected through a questionnaire with a Likert scale model. To solve the problem the author uses data collection methods in the form of field data (field research) and library data. Methods of data analysis using linear regression analysis, correlation coefficient and coefficient of determination. Based on the results and discussion, it is shown that partially and simultaneously there is a significant influence of the marketing mix consisting of product, price, location, and promotion on purchasing decisions at Indomaret Drive Thru Tomang 41. Keywords: Product, Price, Location, Promotion, Purchase Decision
ABSTRAK Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh marketing mix (produk, harga, lokasi, dan promosi) terhadap keputusan pembelian pada Indomaret Drive Thru Tomang 41. Penelitian ini menggunakan metode deskriptif dikuantitatif. Adapun penelitian sebanyak 100 orang, dengan rumus Moe. Data dihimpun melalui kuesioner dengan model skala likert. Untuk memecahkan masalah penulis menggunakan metode pengumpulan data berupa data lapangan (field research) dan data perpustakaan. Metode analisis data menggunakan analisis regresi linier, koefisien korelasi dan koefisien determinasi. Berdasarkan hasil dan pembahasan menunjukkan bahwa secara parsial dan simultan terdapat pengaruh signifikan marketing mix yang terdiri dari produk, harga, lokasi, dan promosi terhadap keputusan pembelian pada Indomaret Drive Thru Tomang 41. Kata kunci : Produk, Harga, Lokasi, Promosi, Keputusan Pembelian ABSTRACT This study aims to determine and analyze the effect of the marketing mix (product, price, location, and promotion) on purchasing decisions at Indomaret Drive Thru Tomang 41. This study uses a quantitative descriptive method. As for the research as many as 100 people, with the Moe formula. Data were collected through a questionnaire with a Likert scale model. To solve the problem the author uses data collection methods in the form of field data (field research) and library data. Methods of data analysis using linear regression analysis, correlation coefficient and coefficient of determination. Based on the results and discussion, it is shown that partially and simultaneously there is a significant influence of the marketing mix consisting of product, price, location, and promotion on purchasing decisions at Indomaret Drive Thru Tomang 41. Keywords: Product, Price, Location, Promotion, Purchase Decision
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