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All Journal Efisiensi : Kajian Ilmu Administrasi Ilmu Administrasi Publik Indonesian Journal of Educational Studies Khizanah al-Hikmah : Jurnal Ilmu Perpustakaan, Informasi, dan Kearsipan Humano: Research Journal PROFIT : Jurnal Administrasi Bisnis Jurnal Office JENIUS (Jurnal Ilmiah Manajemen Sumber Daya Manusia) PINISI Discretion Review Pinisi Business Administration Review Milkiyah: Jurnal Hukum Ekonomi Syariah Jurnal Administrasi Bisnis Jurnal Ilmiah Pengabdian dan Inovasi Teknovokasi : Jurnal Pengabdian Masyarakat Ininnawa: Jurnal Pengabdian Masyarakat Jurnal Pallangga Praja Jurnal Akademik Pengabdian Masyarakat IJAE Business Research and Administration Innovation (BRAIN) Public Resource Innovation Management and Excellence (PRIME)
Aris Baharuddin
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The Effect of Marketing Mix on Purchasing Decisions at Pustaka Merah Hitam Bookstores in Makassar City Bin Harris, Al-Munahar; Sakawati, Herlina; Baharuddin, Aris
Public Resource Innovation Management and Excellence February 2026 , Volume 3 Number 1
Publisher : Public Resource Innovation Management and Excellence

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Abstract

The emergence of various kinds of competition in the business world encouragesbusiness actors to carry out good marketing strategies to ensure the survival of acompany. Marketing strategy is very important in the continuity of marketing activitiesand especially in carrying out a business activity which is a means to achieve a goal inbusiness activities. This study examines the influence of the marketing mix (marketingmix) on purchasing decisions at the red and black library bookstore in Makassar City.The purpose of this study was to describe and determine the influence of the marketingmix on purchasing decisions at the red and black bookstores in Makassar City. Thisresearch approach is quantitative. This research was conducted at the red and blacklibrary bookstore in Makassar City from January to February 2023. The sample used was 96 people. Data collection techniques in the form of observation, questionnaires, anddocumentation. Data analysis techniques include validity test, reliability test, normalitytest, descriptive analysis, simple linear regression analysis, correlation coefficient analysis, and coefficient of determination analysis. The results of the study show that the indicators used for each of these variables show that the description of the marketing mix variable is in the very good category. The description of the purchase decision variable is in the very good category. Based on the test of the determinant coefficient, the magnitude of the effect is very strong or very high between the two variables.
Co-Authors A.A. Ketut Agung Cahyawan W Abdullah, Asmilah Adelia Ramadani Ahyar, Muhammad Ahnaf Nadewa Biyangsa Aina, Asri Nur Akbal, Fatimah Andhi Febisatria Andi Cudai Nur Anggraeni Damayanti Salam Angraeni, Anggi Arwin Sanjaya Aryan Agus Pratama Asdi Suprianto Aslinda Aslinda, Andi Aslinda, Aslinda Asmar Astuti, Asti Bakhtiar Bakhtiar Bakhtiar BASTIAN BASTIAN, BASTIAN Bin Harris, Al-Munahar Citra, Widya Cudai Nur Cudai Nur, Andi Dian Ayu Aulia Syam Didin Halim Dilfasari Yasin, Ayu Fadillah, Dewi Faiqa, Nurul Faizah Khaeruddin Fatimah Akbal Fatmawati, Fatmawati Febrianti, Kirei Fitriana Haedar Akib Haerul, Haerul Hajrah Lestari AM Halim, Didin Hamidah Nayati Utami Hanawi Haris HASNAWI HARIS HASNAWI HARIS, HASNAWI Hasni Agustina Halim Henni Zainal Herling, Herling Herman H, Herman Indasari, Indasari Indra Yustika Jamaluddin Jamaluddin Jamaluddin Jusman, Muhridho Jaya Lira, Darmais Luthfi M, Mochtar M, Fedrian M. Rezky Fitra Arfiyanto Maya Kasmita Muh. Darwis Muh. Nasrullah Muh. Nur Yamin Muhammad Guntur Muhammad Kahfi, Muhammad Muhammad Luthfi Muhammad Luthfi Siraj Muhammad Rivai, Andi Muharram, Ade Munawarah, Nurhalisa Munna, Afzal Sayed Novayanti Sopia Rukmana, Novayanti Sopia Nur Astaman Putra Nur, Andi Cudai Nurhasni Muis Nurul Hidayat Nurul Insani, Gadis Oky Nur Pratiwi Johansyah Patawari Patawari Praditya, Andi Wira Prasetyawati, Erry Pratiwi, Nur Azizah Putri Nur Sabrina Natasya Rahmawati, Rahmawati Risma Niswaty Rivai, Andi Muh. Rivai, Andi Muhammad Rizal S, Muh. RR. Ella Evrita Hestiandari Rudi Salam S, Muh. Rizal S, Muh. Rizal Sakawati, Herlina Saputri, Suci Ramadhani Sasmila Seppa, Yusi Irensi Sirajuddin Saleh Siti Syarifah Wafiqah Wardah Sitti Hardiyanti Arhas Subhan, Syamsu Sulmiah Sulmiah, Sulmiah Suyuti, Muh. Rizal Syah, Syahiruddin Syamsuriani, Syamsuriani Syarifuddin Syarifuddin Syarifuddin Syarifuddin Syarifuddin Syurwana farwita Taher Alhabsji Tappy, Selviana Triana Putri Herianto, Triana Putri Herianto Ulfa Dwi Batari Wader, Noris Wafirah, Nabila Salma Wahyuni Sulviana Oudina Widya Sari, Andi Indah Wisudawan, Edwin Yamin, Muh Nur Yusi Irensi Seppa Yusran, St. Chairun Annisa Zainal, Henni Zainal, Nur Hikmah