Pengaruh Faktor – Faktor Bauran Pemasaran Terhadap Keputusan Konsumen Untuk Membeli Di Toko Catur Bhakti Jakarta
DOI:
https://doi.org/10.31334/jambis.v1i4.2138Keywords:
product, price, promotion, location, consumers’ purchase decisionAbstract
This study aims to determine and analyze the influence of mixed factors, including product marketing, price, promotion, and location, have on consumers’ purchase decisions Catur Bhakti store. This study used quantitative research methods. The population was 247 people with a sample of 62 respondents selected using Arikunto's opinion that uses 25% of the population. The data analysis techniques used were the classical assumption test and multiple linear regression analysis. The results of this study indicate that product (X1) and price (X2) have an insignificant influence on consumers’ purchase decisions (Y), while promotion (X3) and location (X4) have a positive and significant effect on consumers’ purchase decisions (Y). The marketing mix factors that most influence consumers' purchase decisions at the Catur Bhakti store in Jakarta are promotion and location. Both variables affect costumers’ purchase decisions by 58.2%, with the remaining 41.8% representing the influence of other variables not examined in this studyReferences
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