Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Indocafe Cappucino di Kota Padang (Studi Kasus di Budiman Swalayan Cabang Sawahan Padang) - Susana, Tria; Ratu Firdaus, Tifani; Chandrayanti, Teti (Ekasakti Matua Jurnal Manajemen, 2023)
Abstract: This study aims to determine the effect of the product, price, distribution channel, and promotion on purchasing decisions of Indocafe Cappuccino in Padang City partially or simultaneously. The data collection method is distributing questionnaires. The data analysis technique used is multiple linear regression, t-test, and F-test. Based on the test results, it is concluded that product, price, distribution channel, and promotion partially have a significant effect on the Purchase Decision of Indocafe Cappuccino in Padang City. Products, prices, distribution channels, and promotions simultaneously also have a significant effect on purchasing decisions for Indocafe Cappuccino in Padang City. The magnitude of the contribution of the influence of products, prices, distribution channels, and promotions on purchasing decisions of Indocafe Cappuccino in Padang City is 61.9% while the remaining 38.1% is influenced by other variables not examined. Abstrak: Penelitian ini memiliki tujuan yaitu untuk mengetahui pengaruh produk, harga, saluran distribusi, dan promosi terhadap keputusan pembelian Indocafe Cappucino di Kota Padang secara parsial maupun secara simultan. Metode pengumpulan data adalah penyebaran kuiesioner. Teknik analisis data yang digunakan adalah regresi linear berganda, uji t dan uji F. Berdasarkan hasil uji, disimpulkan bahwa produk, harga, saluran distribusi dan promosi secara parsial berpengaruh signifikan terhadap Keputusan Pembelian Indocafe Cappucino Di Kota Padang. Produk, harga, saluran distribusi dan promosi secara simultan juga berpengaruh signifikan terhadap Keputusan Pembelian Indocafe Cappucino Di Kota Padang. Besarnya kontribusi pengaruh produk, harga, saluran distribusi, dan promosi terhadap keputusan pembelian Indocafe Cappucino di Kota Padang adalah 61,9% sedangkan sisanya 38,1% dipengaruhi oleh variabel lain yang tidak diteliti.