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Oei Pricilia Jeanette
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Decision Sciences, Operations Research & Management Health Professions

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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI LIBRERIA EATERY Oei Pricilia Jeanette
Jurnal Hospitality dan Manajemen Jasa Vol 5, No 2 (2017): Jurnal Hospitality dan Manajemen Jasa
Publisher : Jurnal Hospitality dan Manajemen Jasa

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Abstract

Penelitian ini dilakukan untuk menganalisa pengaruh marketing mix (produk, harga,tempat, promosi, orang, bukti fisik, dan proses) terhadap keputusan pembelian konsumen diLibreria Eatery, melalui penyebaran kuisioner kepada 104. Jenis penelitian yang digunakanadalah kuantitatif dengan metode teknik pengolahan data menggunakan analisis regresi linierberganda. Hasilnya hanya variabel harga, lokasi, promosi, orang, dan proses yang memilikipengaruh yang positif dan signifikan, serta variabel yang paling dominan adalah lokasi.  The purpose of this research is to anaylze The Influence of marketing mix ( product,price, place, promotion, people, physical evidence, and process) in consumer buying decisionat Libreria Eatery by distributing 104 questionnaires. This research used quantitative withdata processing techniques used multiple linear regression method. The results show thatonly price, place, promotion, people, and process that have positive and significant influenceson consumer buying decision, followed by place as the most dominant variable.
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