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Karlina Karlina
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Journal : Master Manajemen

 1 
Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Itik Panggang Pada Warung Makan Karlina Karlina; Ainun Ainun; Fathul Jannah
Master Manajemen Vol. 2 No. 2 (2024): Master Manajemen
Publisher : Fakultas Ekonomi & Bisnis, Universitas Nusa Nipa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59603/masman.v2i2.381

Abstract

The aim of this research is to determine the influence of the marketing mix on the decision to purchase roast duck at Warung Makan. From the results of the validity test of 28 valid statements and the significant limit of rtable is 0.05 and the two-sided test, the rtable value is 0.2787 while rcount > rtable for each statement in this study. The results of the reliability test, the Cronbach Alpha value is 0.920, the N of items is 28. From the results of data analysis and data tabulation, it can be seen that the results of the regression equation are Y= 0.773+0.380X1-0.098X2+0.423X3+0.103X4. Based on the calculation results, the R value (correlation coefficient) of 0.654 is obtained at a relationship level of 0.60 – 0.799, which means it is at a strong relationship level between the product (X1), price (X2), place (X3) and promotion (X4) variables. ) on purchasing decisions (Y). The Adjusted R Square value (coefficient of determination) is 0.376 or 37.6%. This shows that the variables product (X1), price (X2), place (X3), and promotion (X4) contribute or contribute an influence of 37.6% to the purchasing decision (Y) of roast duck at Warung Makan, while the remaining amount is 62.4% is influenced by other variables not included in this study. The Fcount test results obtained a value of 8.392 with a significance level of 0.000 while the Ftable value was 2.58 (4:45). So Fcount is 8.329 > Ftable value is 2.58. This means that there is a joint influence between product variables (X1), price (X2), place (X3), and promotion (X4) on purchasing decisions (Y). The results of the t test obtained a Product tcount value (X1) of tcount 2.473 > ttable 2.01410 with a significance level of 0.017 < 0.05. So H0 is rejected and Ha is accepted. Price (X2) t is -0.728 < t table is 2.01410 with a significance level of 0.471 > 0.05. So H0 is accepted and Ha is rejected. Place (X3) tcount is 1.874 < ttable is 2.01410 with a significance level of 0.067 > 0.05. So H0 is accepted and Ha is rejected. Promotion (X4) tcount is 0.511 < ttable is 2.01410 with a significance level of 0.612 > 0.05. So H0 is accepted and Ha is rejected. Based on SPSS results, the product variable (X1) has a dominant influence on purchasing decisions (Y) with a t value of 2.473 with a significant rate of 0.017.
Co-Authors Achmad Aprianor Firdaus Achmad Syahruddin Afrida Afrida Ainun Ainun Ainun, Ainun Alfarez, Nefanca Ali Ali Amimah, Siti Nurul Aminah, Titik Aqsha, Tiqi Ari Aprilia Dwiana Aris Jaya Saputra Atri Widowati Bella Ardika Maharani Candrika, Cindri Darmayana Achmayu, Wan Dian Vidiastuti DIAN WULANDARI Dona Yebelina Eka, Kristina Windri EMAN SULAEMAN Erliza, Erliza Erni Susanti Fariani Syahrul Fathul Jannah Fika Indah Juwita Sari Firmansyah, Andra Teguh Firnanda, Lia Fitin Buda Tasik Fitrah Amelia Fitri Hady Amrullah Fitri Zaiana, Auliya Fitri, Dayang Gunadi Gunadi Gunawan Gunawan Halimah, Diana Putri Nuur Hamdani, Acep Roni Hartati Hasan Hartati, Tanti Hasanah, Ira Hayatunnufus, Isye Octavia Hery Winoto TJ Hery Yufrizal Hi. Manrulu, Rahma Ikhwanuddin Harahap Irwan Ramli Kamaliah Kamaliah, Kamaliah Khoerudin, Hasan Liati, April Maryati, Delis Sri Melina Arini Sylvia Dewi Millasyifa, Nadya Much. Fuad Saifuddin Muhammad Akbar Muhammad Ridho Mukaromah, Anisa Noor Mustofa, Jenal Nadilla Afriza Nasiruddin Nasiruddin Nasution, Karlina Sari Natalia Sapu' Nismaya, Dea Suci Noer Komari Nofan Rickyawan Nur Azizah Lela Nuriyah Nuriyah Nuriyah, Nuriyah Nurshobah, Lilis Nurzahara, Jihan Parida Hanum Patria Supriyoso Prasetiasari, Christiani Priyatno, Hendri Purba, Junita Purwanto Purwanto Puspitasari, Etika Diah Putri Fatmawati, Dwi Rafeliya, Tiya Rahmatillah, Raka Rodlia Raudah Raudah Reza Fahrepi Rini, Nuryadina Augus Rizki Irhamna, Ahadit Rizqiyah, A'isyah Arroobi'atu Roni Roni Rusmiati Rusmiati Safari, Evi Reyna Salfana, Budi Dewi Saputra, Muhamad Farhan Saputri, Ditami Ayu Sari, Rosita Rahma Setiawati, Nanik Shafa, Lizha Nur Shelly Kusumarini Sigit Ambar Widyawati Sitorus, Karolina Sudirman, Ade Suntoko, Suntoko Syabila, Nasya Aulia Triyadi, Slamet Umi Julianti Wijaya, Alya Asyura Winata, Paradina Windari Windari Yuliaji Siswanto Yulizha, Annisa Firda Zahroh, Lailatuz