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All Journal (JIMBE)
Antika, Rindiani
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Economics, Econometrics & Finance

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Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Minuman Isotonik Hydro Coco di Desa Berlian Makmur Antika, Rindiani; Moelyatie, Trisniarty Adjeng; Puspasari , Mardiana
Jurnal Ilmu Manajemen, Bisnis dan Ekonomi Vol 3 No 2 (2025)
Publisher : PT Maju Malaqbi Makkarana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59971/jimbe.v3i2.520

Abstract

The purpose of this study was to determine the effect of the marketing mix, both collectively and partially, on purchasing decisions for Hydro Coco isotonic drinks in Berlian Makmur Village. This study used 100 samples, using a non probability sampling technique with purposive sampling. This study was associative, with primary data and a questionnaire as the data collection technique. The analysis techniques used were multiple linear regression, F-test, t-test, and coefficient of determination. The results showed that the marketing mix had a collective effect on purchasing decisions for Hydro Coco isotonic drinks in Berlian Makmur Village. Partially, 1) product (X1) significantly influenced purchasing decisions. 2) price (X2) significantly influenced purchasing decisions. 3) distribution channels (X3) significantly influenced purchasing decisions. 4) promotion (X4) significantly influenced purchasing decisions.
Co-Authors Moelyatie, Trisniarty Adjeng Puspasari , Mardiana