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All Journal Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik
Alfany Andrenata
Universitas Muhammadiyah Jember
Social Sciences

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PENGARUH MARKETING MIX 4P TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SANGKAR MAS DESA DAWUHAN MANGLI SUKOWONO JEMBER Alfany Andrenata; Nurul Qomariah
Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Vol 9 No 1 (2022): Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik
Publisher : Universitas Bina Taruna Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37606/publik.v9i1.263

Abstract

Tujuan penelitian adalah untuk mengetahui pengaruh marketing mix 4P terhadap keputusan pembelian konsumen pada Sangkar Mas Desa Dawuhan Mangli Sukowono Jember. Penelitian ini merupakan penelitian kuantitatif dengan sumber data yang digunakan berupa kuesioner kepada konsumen Sangkar Mas Desa Dawuhan Mangli Sukowono Jember sebanyak 80 responden. Teknik pengambilah sampel dipilih secara kebetulan dengan teknik analisis berupa uji statistic deskriptif, uji instrument data (uji validitas, uji reliabilitas), uji asumsi klasik (uji normalitas, multikolinearitas, uji heteroskedasitas), analisis regresi linier berganda dan uji hipotesis (uji-t, koefisien determinasi). Hasil analisis regresi linier berganda menggunakan uji-t yang menyatakan bahwa terdapat pengaruh signifikan dari variabel produk, harga, tempat dan promosi berpengaruh secara signifikan terhadap keputusan pembelian.
PENGARUH PERCEIVED VALUE, BRAND AWARENESS, PERCEIVED QUALITY TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH JEMBER Alfany Andrenata; Retno Endah Supeni; Jekti Rahayu
Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Vol 9 No 4 (2022): Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik
Publisher : Universitas Bina Taruna Gorontalo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37606/publik.v9i4.441

Abstract

The purpose of this study was to determine the effect of perceived value, brand awareness, perceived quality on purchasing decisions for Xiaomi smartphones to students at the Muhammadiyah University of Jember. The source of the data used in this study was the distribution of questionnaires to students at the Muhammadiyah University of Jember who used Xiaomi smartphones as many as 120 respondents. The sampling technique is based on a proportional random sampling technique where samples are taken from members of the population using a random method without regard to the strata in a particular population. The data analysis technique used is descriptive statistical test, data instrument test (validity test, reliability test), classical assumption test (normality test, multicollinearity, heteroscedasticity test), multiple linear regression analysis and hypothesis testing (t test, coefficient of determination). multiple linear regression using t test which states that there is a significant effect of perceived value, brand awareness, perceived quality of purchasing decisions.
Co-Authors Jekti Rahayu Nurul Qomariah Retno Endah Supeni