PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN DI TOP 100 TIBAN

Andi Kahar Hariadi (Sekolah Tinggi Ilmu Ekonomi Nagoya Indonesia)

JSSM
Vol. 2 No. 2 (2022): APRIL 2022

This study aims to determine the effect of marketing mix and service quality on buying decision at TOP 100 Tiban. The design of this research is a type of quantitative research using a causal associative approach. The results based on the t test for marketing mix (product, price, place and promotion) have a value of 2,939; 4,454;4,378; and 5,801 all values of the four variables > 1,98525 and a significance of 0.000 < 0.05 which means that marketing mix has an effects on buying decision, while the t test value for service quality has a value of13,915 > 1,98525 and a significant 0.000 < 0.05 which means that sevice quality has an effect on buying decision. The F test results obtained a value of 48,829 > 2,31 with a significance value of 0.000 < 0.05, it can be concluded that marketing mix and service quality together have a positive and significant effect on buying decision.