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Journal : Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan

 1 
Marketing Mix on Consumer Purchase Decisions on Sphp Rice At Irian Supermarket Medan City Amelia, Ocdy; Debora
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 6 No. 2 (2025): April
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v6i2.2272

Abstract

The achievement of retail goals is marked by the number of consumers who make purchases or transactions on products so that the need for these products is a direction of consumer behavior. SPHP rice products are not placed in a specific place, making it difficult for consumers to find or choose products. The price of SPHP rice is higher than similar products from competitors in the same location. The promotion of SPHP rice in the Irian product brochure does not match the product on the shelf. The location of Irian is relatively narrow where parking is limited and Irian is at an intersection that is not clearly visible from the main road. The purpose of the study was to determine the Product, price, promotion and location of the consumer purchasing decision of SPHP rice at Irian Supermarket Jl. Hm. Joni. The research method used in this study is a quantitative approach that is associative. The population of the study was all consumers who shopped for SPHP rice at Irian Supermarket for 1 month as many as 123 people, using the slovin formula, a sample of 94 people was determined. The results of the study found a significant influence of price obtained a t-value of 2.743, while the t-table value was 1.98698 with a sig value = 0.007 <0.05). Significant influence of product obtained a t-value of 2.304, while the t-table value was 1.98698 with a sig value = 0.002 >0.05). Significant influence of promotion obtained a t-value of 6.662, while the t-table value was 1.98698 with a sig value = 0.000 <0.05). Significant influence of place obtained a t-value of 2.249, while the t-table value was 1.98698 with a sig value = 0.004 <0.05). F count value at level α = 0.05 is 19.995 (F0.05 = 2.47), and significance value of 0.000 means significance value (0.000) <0.05. Conclusion of research partially and simultaneously Product, price, promotion and location have a significant effect on consumer purchasing decisions of SPHP rice at Irian Supermarket Jl. Hm. Joni.
Co-Authors A. T. Lasar, Hilary Flora Abdul Nurohman Achmad Hermanto Adi Hardian Adi Sujarwo Adi Wiratno, Adi Adinda Nabila Afif Arahman Ahmad Eko Suryanto ALEXANDER , NICO Amelia, Ocdy Anggia Puteri Anggriani, Yulia Ariadi Jimmy Arta Dian Sopinta Maruao Astrid Rudyanto Bambang Harry Adi Kumoro Bambang Wirawan Besse Lidia Binsar Manogu Tua Cassiophea, Lola Dede Juli Setiawan Demitra Devit Dian Tafsirudin Dwi Riyan Ariestantia Elisnawati Esther, July Fatma Nabila Febrianto Saputra Frans Tinus Fransiska Sinaga Gautama, Danar Ariangga Windra Hartani Herlina Manullang Holten Sion, Holten Ian Nurpatria Suryawan Ian Nurpatria Suryawan Inayah Kenia Pratiwi Indra Perdana Irvan Wahyu Dinata Jhonni Rentas Duling Jinner Sidauruk Julisar K. P. S. Putri, Ariesta Tika Kristian Adi Candra Lasar, Hilary Flora Agustina Tulli Lasenna Siallagan Lesson Sihotang Lili Tansliova Limbong, Andrew Afrizal Lori Androvo Lumbantobing, Marko Ayaki Made Suwardike Manesa Mardani Martono Anggusti Mayangsari, Nindya Mendrofa, Viment Valentino Mira Sentia Misrita Nainggolan , Stepen Monang B Napitupulu, Fernanda Martinus Natasya Ndruru, Donius Nila Muhedina Simarmata Nyoto Ovany, Riska Partogi Sitanggang, Frengki Paska Riando Purba Perkasa, Petrisly Permanasuri, Ni Putu Diah Agustin Petrus Poerwadi Piter Joko Nugroho PRAJITNO, SUGIARTO Purnawan, Eldy Indra Ratih Nindha Maylany Putri Regi Muzio Ponziani Roma Cita Sibatuara Romadhona Al Mustakim Ryan Gig Julindra Samuel Layang Saragih, Yati Virma Siahaan, Yanti Silvianti, Annisa Simanjorang , Tiara Lira Simare Mare, Chandra P Simatupang , Christopel Sitindaon, Risky Sukoy Sitinjak, Tarita Aprilani Sukamdani Sumantri, Febi Suprianto Suprianto Supriyadi Supriyadi Tobing, Ananda Yohana Wiyogo Yulianti, Indah Zubaidi, Umar Issa