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All Journal EKONOMIKA45
Apriyani Regina Putri
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Economics, Econometrics & Finance

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Pengaruh Marketing Mix terhadap Keputusan Pembelian Konsumen pada Queen Bakery di Kabupaten Bandung Barat Aldy Santo Hegiarto; Apriyani Regina Putri
EKONOMIKA45 :  Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan Vol. 12 No. 1 (2024): Desember : Jurnal Ilmiah Manajemen, Ekonomi Bisnis, Kewirausahaan
Publisher : Fakultas Ekonomi Universitas 45 Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30640/ekonomika45.v12i1.3579

Abstract

This study aims to determine the influence of marketing mix measured through the dimensions of product, price, place, promotion, people, process, packaging, and physical evidence on the purchasing decisions of Queen Bakery company consumers. This research uses quantitative research methods with quantitative descriptive analysis methods. Sampling using purposive sampling technique with a sample of 100 respondents using the Slovin formula. The data analysis technique used to answer the hypothesis is multiple linear regression analysis using SPSS for windows version 27. Based on the results of data analysis, it shows that partially only the variables Product, Price, Place, Process have a positive and significant effect on the purchasing decisions of Queen Bakery consumers in West Bandung District. While Promotion, People, Packaging, Physical Evidence and Marketing Mix 8P partially does not affect the purchasing decisions of Queen Bakery consumers in West Bandung District. The result of the F test count of 22.930 with a significance level of 0.000 shows that Marketing Mix 8P simultaneously or simultaneously influence the purchasing decisions of Queen Bakery consumers in West Bandung District.
Co-Authors Aldy Santo Hegiarto