PENGARUH MARKETING MIX TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN PRODUK MELALUI E-COMMERCE OLEH MAHASISWA DI STIA ASUH MITRA SOLO

Widyowati, Luky (Program Studi Administrasi Niaga, STIA ASMI Solo)
Slamet, Giarti (Program Studi Administrasi Niaga, STIA ASMI Solo)

Surakarta Management Journal
VOLUME 3 NO. 1 JUNI 2021

In this study, the authors have goals to be achieved in this study are 1) Knowing and explaining the significant influence of products on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 2) Knowing and explaining the significant influence of price on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 3) Knowing and explaining the significant effect of promotion on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 4) Knowing and explaining the significant influence of place/distribution channel on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 5) Knowing and explaining the significant influence of products, prices, promotions, and distribution channels on purchasing decisions through e-commerce at STIA ASUH MITRA Solo               The hypotheses in this study are 1) Products have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 2) Price has a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 3) Promotion has a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 4) Distribution channels have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo; 5) Products, prices, promotions, and places/distribution channels have a significant influence on purchasing decisions through e-commerce at STIA ASUH MITRA Solo            The results of data analysis in this study can be concluded that 1) the product has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.074>0) and the probability value is (0.048<0.05; 2). Price has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.266>0) and the probability value is (0.002 < 0.05 3). Promotion has a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.146>0) and the probability value is (0.021<0.05 4). Distribution channels have a significant positive effect on purchasing decisions. It is proven by the coefficient value is positive (0.259>0) and the probability value is (0.002<0.05).