Jurnal Ekonomi
Vol. 13 No. 01 (2024): Jurnal Ekonomi, Edition January - March 2024

The Influence of Marketing Mix on Aice Ice Cream Purchase Decision in Balikpapan: Marketing mix

Erlimisnawati, Erlimisnawati (Unknown)
Prihandoyo, C. (Unknown)
Hermawansyah, Adi (Unknown)

Article Info

Publish Date
24 Jan 2023

Abstract

This research is aims to determine the impact of the marketing mix on the purchasing decisions of Aice ice cream in Balikpapan. The study was conducted at PT. Shunli Aneka Food and Aice outlets in Balikpapan with 385 respondents. This research utilized a quantitative method. Data collection was carried out by distributing questionnaires directly. The data analysis technique in this study was multiple linear regression analysis, including testing the instrument, classical assumption tests, and hypothesis testing partially (t-test). The results of the multiple linear regression analysis indicate that the product, price, promotion, and location have a positive and significant influence on purchasing decisions, both partially and simultaneously.

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Journal Info
Jurnal Ekonomi
Website

Abbrev

Ekonomi

Publisher

SEAN INSTITUTE

Subject

Economics, Econometrics & Finance

Description

Jurnal Ekonomi [p. ISSN 2301-6280, e. ISSN 2721-9879] is a peer-reviewed journal published Half times a year (June, and December) by SEAN Institute. Jurnal Ekonomi is intended to be the journal for publishing articles reporting the results of economics research. Jurnal Ekonomi invites manuscripts ...