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All Journal Surakarta Management Journal
Widyowati, Luky
Program Studi Administrasi Niaga, STIA ASMI Solo
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH MARKETING MIX TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK MELALUI E-COMMERCE OLEH MAHASISWA DI STIA ASUH MITRA SOLO Widyowati, Luky; Slamet, Giarti
Surakarta Management Journal VOLUME 3 NO. 1 JUNI 2021
Publisher : Universitas Of Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (376.423 KB) | DOI: 10.52429/smj.v3i1.634

Abstract

In this study, the authors have goals to be achieved in this study are 1) Knowing and explaining the significant influence of products on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 2) Knowing and explaining the significant influence of price on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 3) Knowing and explaining the significant effect of promotion on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 4) Knowing and explaining the significant influence of place/distribution channel on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 5) Knowing and explaining the significant influence of products, prices, promotions, and distribution channels on purchasing decisions through e-commerce at STIA ASUH MITRA Solo               The hypotheses in this study are 1) Products have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 2) Price has a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 3) Promotion has a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 4) Distribution channels have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 5) Products, prices, promotions, and places/distribution channels have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo            The results of data analysis in this study can be concluded that 1) the product has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.074>0) and the probability value is (0.048<0.05; 2). Price has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.266>0) and the probability value is (0.002 < 0.05 3). Promotion has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.146>0) and the probability value is (0.021<0.05 4). Distribution channels have a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.259>0) and the probability value is (0.002<0.05).
Co-Authors Giarti Slamet