Relevansi Konsep Marketing Mix dalam Keputusan Pembelian Konsumen

Wahyu Eko Setianingsih (Universitas Muhammadiyah Jember)
Nursaidah Nursaidah (Universitas Muhammadiyah Jember)

Jurnal Manajemen STIE Muhammadiyah Palopo
Vol 9, No 1 (2023)

Abstract This study aims to examine the effect of marketing mix factors which include product, price, promotion, and physical evidence variables on consumer purchasing decisions at Mie Gacoan Jember. The research design used is explanatory research. Researchers make customers of Mie Gacoan Jember as the population in the study. The sample of this research was determined as many as 50 respondents who were taken by Non Probablity Sampling using purposive sampling technique. Data collection uses a questionnaire distributed to respondents, so that the data collected is primary data. Data analysis was performed by multiple linear regression analysis. Data analysis techniques include descriptive analysis, classic assumption test, and hypothesis test which is done by t test. The results of the study prove that product, price, promotion, and physical evidence have a significant effect on consumer purchasing decisions at Mie Gacoan Jember.Keywords: Marketing Mix, Product, Price, Promotion, Physical Evidence, Consumer Purchasing DecisionsAbstrak Penelitian ini bertujuan untuk menguji pengaruh faktor marketing mix yang meliputi variabel product, price, promotion, dan physical evidence terhadap keputusan pembelian konsumen pada Mie Gacoan Jember. Desain penelitian yang digunakan adalah penelitian eksplanatori. Peneliti menjadikan pelanggan mie gacoan Jember sebagai populasi dalam penelitian. Sampel penelitian ini ditentukan sebanyak 50 responden yang diambil secara Non Probablity Sampling dengan menggunakan teknik purposive sampling. Pengumpulan data menggunakan kuesioner yang disebarkan kepada responden, sehingga data yang dikumpulkan merupakan data primer. Analisis data dilakukan dengan analisis regresi linier berganda. Teknik analisis data meliputi analisis deskriptif, pengujian asumsi klasik, dan pengujian hipotesis yang dilakukan dengan uji t. Hasil penelitian membuktikan bahwa produk, harga, promosi, dan physical evidence berpengaruh signifikan terhadap keputusan pembelian konsumen pada Mie Gacoan Jember.Kata Kunci: Marketing Mix, Product, Price, Promotion, Physical Evidence, Keputusan Pembelian