Pengaruh Marketing Mix terhadap Keputusan Pembelian Low Involvement Product di Kota Pangkalpinang - R Ferry Bakti Atmaja (KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis, 2026)
There have been many studies on purchasing decisions related to the marketing mix, but not enough have focused on low involvement products. This study aims to analyse the influence of the marketing mix on purchasing decisions for low-involvement products in the city of Pangkalpinang. Using a quantitative approach and the Partial Least Squares Structural Equation Modelling (PLS-SEM) method, data was collected from 150 consumer respondents through a questionnaire. The results show that, partially, the variables of Promotion (?=0.443; p0.01) and Place (?=0.263; p0.01) have a positive and significant effect on purchasing decisions, with promotion being the most dominant factor. Meanwhile, the variables of Product and Price do not show a significant direct effect. Simultaneously, the four elements of the marketing mix were able to explain 64.7% of the variation in purchasing decisions (R² = 0.647). These findings imply that for marketers, the main strategy for low-involvement products in Pangkalpinang should focus on strengthening distribution channels and aggressive promotional programmes, as purchasing decisions are highly influenced by ease of access and external stimuli at the point of purchase, in line with the characteristics of low-involvement purchasing.ABSTRAKTelah terdapat banyak penelitian mengenai keputusan pembelian yang dikaitkan dengan bauran pemasaran, namun belum cukup banyak yang terfokus pada produk low involvement. Penelitian ini bertujuan untuk menganalisis pengaruh marketing mix terhadap keputusan pembelian produk low involvement di Kota Pangkalpinang. Dengan pendekatan kuantitatif dan metode Partial Least Squares Structural Equation Modeling (PLS SEM), data dikumpulkan dari 150 responden konsumen melalui kuesioner. Hasil penelitian menunjukkan bahwa secara parsial, variabel Promosi (?=0,443; p0,01) dan Tempat (?=0,263; p0,01) berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan promosi sebagai faktor paling dominan. Sementara itu, variabel Produk dan Harga tidak menunjukkan pengaruh yang signifikan secara langsung. Secara simultan, keempat elemen marketing mix mampu menjelaskan 64,7% variasi keputusan pembelian (R² = 0,647). Temuan ini mengimplikasikan bahwa bagi pemasar, strategi utama untuk produk low involvement di Pangkalpinang harus berfokus pada penguatan saluran distribusi dan program promosi yang agresif, karena keputusan pembelian sangat dipicu oleh kemudahan akses dan stimulus eksternal di titik beli, sesuai dengan karakteristik pembelian berinvolvement rendah.