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All Journal Jurnal Mantik Jurnal Pengabdian Masyarakat STIE Surakarta (DIMASETA)
Heny Kurnianingsih
STIE Surakarta
Humanities Computer Science & IT Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media

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Journal : Jurnal Mantik

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Marketing Mix Effect on Purchase Decision of Traditional Jamu Sabdo Palon Risa Afida Nuraini; Heny Kurnianingsih
Jurnal Mantik Vol. 4 No. 4 (2021): February: Manajemen, Teknologi Informatika dan Komunikasi (Mantik)
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/mantik.Vol4.2021.1195.pp2478-2485

Abstract

The current Covid-19 pandemic has made herbal medicine producers experience an increase because herbal medicine is an alternative in boosting immunity. The purpose of this study was to determine the effect of the marketing mix (product, location, promotion, price, process, employees and physical evidence) the decision to buy the traditional herbal medicine Sabdo Palon. This study used a sample of 80 respondents using purposive sampling technique. The data analysis technique used instrument test, classical assumption test and multiple linear regression analysis. Simultaneously, product, place/location, promotion, price, process, people/employee and physical evidence variables have a significant influence on purchasing decisions but partially purchasing decisions are not influenced by product, location, promotion, price, process, employee and physical evidence variables.
Co-Authors Andri Nurtantiono Arif Nugroho Rachman Christiawan Hendratmoko Pardi Putri Maisara Risa Afida Nuraini