Hut Publication Business and Management
Vol. 1 No. 3 (2022): Hut Publication Business and Management

The Effect of Marketing Mix on Unplanning Purchases at PT. Alfamart in Banjarmasin

Rina Rina (Uniska Muhammad Arsyad Al Banjari)
Apriya Santi (Uniska Muhammad Arsyad Al Banjari)

Article Info

Publish Date
29 Aug 2022

Abstract

This research aims to determine the effect of the marketing mix on unplanned purchase at PT. Alfamart. Explanatory research methods approach with survey techniques, the number of samples in this study were one hundred respondent's who had shopped at least twice in the PT. Alfamart. The results showed that the variable product, price, place, promotion, people, physical evidence, and process have significant effect on unplanned purchases at PT. Alfamart, and the results of the descriptive analysis states that the respondents agreed with the proposed items.

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Journal Info
Hut Publication Business and Management
Website

Abbrev

HPBM

Publisher

PT. Hanken Sukses Jaya

Subject

Economics, Econometrics & Finance

Description

Hut Publication Business and Management (HPBM) is an online journal published three times a year in april, august, december. It publishes research papers that provide theoretical and practical insights into business and strict management. HPBM aims to provide a forum for dissemination of theoretical ...