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All Journal Ganec Swara
Kharisma Nugraha Putra
Pendidikan Ekonomi, FKIP Universitas Palangka Raya

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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI TOKO SEPATU BAKTI PUTRAMU KOTA PALANGKA RAYA: The Influence Of Marketing Mix On Consumer Purchasing Decisions At Bakti Putramu Shoe Store Palangka Raya City Dwi Setyo Rini; Tonich Uda; Kharisma Nugraha Putra; Eriawaty Eriawaty
Ganec Swara Vol. 19 No. 3 (2025): September 2025
Publisher : Yayasan Al-Amin Qalbu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59896/gara.v19i3.339

Abstract

The financial turmoil and price hikes of daily necessities are forcing people to spend less and less, and shopping at retail stores is no exception. As a result, consumers are very careful before deciding to buy. In Palangka Raya, Bakti Putramu Shoe Store has actually relied on social media advertising and discounts, but their effectiveness still needs to be examined further. Various previous studies even show mixed results regarding how far the marketing mix from product, price, promotion, to location determines consumer choice. Therefore, this study was designed to assess the impact of each marketing mix element on purchasing decisions at the store. Using a quantitative approach, researchers recruited 96 respondents through accidental sampling technique (non probability), then processed the data using SPSS version 27. Information collection was carried out through field observations, interviews, questionnaires, and documentation. It turned out that, separately, product, price, promotion, and location each contributed positively and significantly to the purchase decision; and when combined, the four variables were also proven to simultaneously influence consumer choice significantly.
Co-Authors Dwi Setyo Rini Eriawaty Eriawaty Tonich Uda