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All Journal EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis
Moh. Baqir Ainun
Fakultas Ekonomi dan Bisnis Universitas Wiraraja
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Energy Other

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The Influence Of Marketing Mix Strategy On Sales Increase With Purchasing Decisions As A Mediating Variable At The Keris Center, Aeng Tong-Tong Village, Sumenep Nur Qoudri Wijaya; Moh. Baqir Ainun
EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis Vol 13 No 4 (2025): Oktober
Publisher : UNIVED Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/ekombis.v13i4.7618

Abstract

This study aims to analyze the effect of marketing mix strategies (product, price, place, and promotion) on increasing sales, with purchasing decisions as a mediating variable at the Keris Center of Aeng Tong-Tong Village, Sumenep. The research method used is a quantitative approach. Data were collected through a survey using a questionnaire distributed to 60 respondents. Data analysis techniques were carried out using multiple regression models and path analysis to test the direct and indirect effects between research variables. The results showed that only the price element in the marketing mix had a significant effect on purchasing decisions, while product, place, and promotion did not show a significant effect. In addition, purchasing decisions had a significant effect on increasing sales, indicating its role as a mediating variable. The indirect relationship shows that price affects sales increases through purchasing decisions, while other marketing mix elements are not significant. These findings emphasize the importance of determining the right pricing strategy to increase purchasing and sales decisions, while other elements in the marketing mix need to be optimized to be more effective in supporting the development of the Keris Center of Aeng Tong-Tong Village.
Co-Authors Nur Qoudri Wijaya