Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Outlet Second Brand Al-Ustmani Kota Sorong

Aulia Rahma Malikin (Institut Agama Islam Negeri (IAIN) Sorong)

At-Thariqah Jurnal Ekonomi
Vol. 6 No. 1 (2026): At-Thariqah: Jurnal Ekonomi

This study aims to analyze the effect of marketing mix (product, price, promotion, and place) on consumer purchasing decisions at Al-Utsmani Second Brand Outlet in Sorong City. Using descriptive quantitative research, data were collected through a Likert scale questionnaire from 62 samples. Data analysis was performed using multiple linear regression techniques with SPSS version 27. The results of the study show: 1) Simultaneously, the marketing mix (product, price, promotion, place) has a significant effect on purchasing decisions. 2) Partially, the variables of Promotion (X3) and Place (X4) have a significant effect on purchasing decisions (Y), while the variables of Product (X1) and Price (X2) do not have a significant effect. 3) The Place variable (X4) is the most dominant factor influencing purchasing decisions at the Al-Utsmani Second Brand Outlet in Sorong City.