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All Journal Journal Of Management Science (JMAS) Abdi Wiralodra : Jurnal Pengabdian Kepada Masyarakat Dinasti International Journal of Education Management and Social Science Journal of Economics, Management, Entrepreneurship, and Business (JEMEB) Mediastima East Asian Journal of Multidisciplinary Research (EAJMR) Jurnal Pengabdian Teratai Jurnal Abdi Masyarakat Multidisiplin Jurnal Portofolio: Jurnal Manajemen dan Bisnis
Muliyati
Institut Bisnis Dan Informatika (IBI) Kosgoro 1957
Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Public Health Social Sciences Other

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Journal : Journal Of Management Science (JMAS)

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The effect of marketing mix on purchasing decisions Muliyati Muliyati
Junal Ilmu Manajemen Vol 6 No 1 (2023): January: Management Science and Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/jmas.v6i1.212

Abstract

The research objective is to determine the effect of marketing mix on purchasing decisions both partially and simultaneously. The sampling technique is accidental sampling, the respondents taken are consumers who have made repeated purchases, with a total of 150 respondents. Data analysis using multiple regression. The research results obtained, namely the R value of 0.489, proved to have a strong positive and significant influence between the marketing mix on purchasing decisions. The R Square value of 0.217 or 21.7% indicates that there is an influence of the independent variable on the dependent variable (purchase decision) of 21.7%. Simultaneously Fhitung> Ftabel (4.325> 2.33), so in this case the first hypothesis is accepted. The conclusion of the study shows that partially the price variable and the physical environment have a significant effect on the purchasing decision variable. Meanwhile, the product variable, promotion variable and service variable partially have no significant effect on the purchasing decision variable. The independent variable that has the most dominant effect on the dependent variable is price and the price variable has a dominant influence on the purchasing decision variable.
Co-Authors Bambang Setyo Utomo Darwati Susilastuti Dewi Endah Fajariani Fetty Dwi Rahmayanti Haswan Yunaz Husni Husni Irzan Soepriyadi Lily Mayasari Mayasari Medy Desma Fatwara Muhammad Rajab Muhammad Thamrin Nurhayati Nurhayati Putri Putri Rahmat Jaya Ryan Firdiansyah Suryawan Sindi Triyanto Syamsul Bachri Vivi Lusia Wenny Desti Febrian