Relasi : Jurnal Ekonomi
Vol 18 No 2 (2022)

Pengaruh Marketing Mix Dan Perilaku Konsumen Terhadap Keputusan Pembelian Di Minimarket

Siti Nurjanah (Universitas Muhammadiyah Jember)
Feti Fatimah (Universitas Muhammadiyah Jember)
Akhmad Fahrur Rozi (Universitas Muhammadiyah Jember)

Article Info

Publish Date
12 Jul 2022

Abstract

This study aims to determine and analyze the influence of marketing mix and consumer behavior on decisions partially. The theories used in this research are marketing management theory, marketing mix theory, and consumer behavior. This research was conducted on consumers. This type of research is quantitative using purposive sampling method using a sample of 120 respondents. This study uses non-probability sampling as a sampling technique. by using a multiple linear regression test tool, which uses the SPSS software version. Based on the results of the partial test, it can be concluded that the marketing mix variable has a significant effect on purchasing decisions at the Bin Hasyi Tegalsari Minimarket and the consumer behavior variable has a significant effect on purchasing decisions at the Bin Hasyi Tegalsari Minimarket. Keywords: Marketing Mix, Consumer Behavior, Purchase Decision

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Journal Info
Relasi : Jurnal Ekonomi
Website

Abbrev

relasi

Publisher

Institut Teknologi dan Sains Mandala

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Social Sciences

Description

Relasi : Jurnal Ekonomi is an interdisciplinary journal that seeks both theoretical and practical papers devoted to aspects of the subject matter indicated in the title. Topics will be drawn, but not limited to, the following areas: Business Management, Agribusiness Management, Management ...