Pengaruh Bauran Pemasaran dan Kualitas Pelayanan Terhadap Keputusan Pembelian Pada PT Mitra Sumber Utama Bekasi
DOI:
https://doi.org/10.31334/jambis.v1i6.2354Keywords:
Marketing Mix, Service Quality and Purchase DecisionAbstract
The purpose of this research is to analyze the relationship between marketing mix and servicequality on purchasing decisions, either individually or jointly. The study was designed using a
survey method with a correlational approach and the data obtained were analyzed statistically.
The study was conducted at PT Mitra Sumber Utama Bekasi using a sample of 50 employees.
The research data was collected by recording secondary data and using a Likert scale
questionnaire which was calibrated using item validity and reliability coefficient tests.
Analysis of the data using the correlation regression method, by testing the requirements of the
analysis, namely the heteroscedasticity test and the normality test of the estimated error.
Statistical calculations using the SPSS software program. The research results are as follows:
First, the results of the study state that the marketing mix variable (X1) has a positive effect on
purchasing decisions (Y) both partially. And the coefficient of determination obtained is 0.343.
This shows that the marketing mix variable (X1) affects the purchasing decision variable (Y) by
34.3%, while the remaining 65.7% is influenced by other variables not examined in this study.
Second, the results of the study state that the service quality variable (X2) has a positive effect
on purchasing decisions (Y) partially. And the coefficient of determination obtained is 0.308.
This shows that the service quality variable (X2) affects the purchasing decision variable (Y) by
30.8%, while the remaining 69.2% is influenced by other variables not examined in this study.
Third, the value of the determinant coefficient is 44%. This shows that the variable (marketing
mix) (quality of service) affects the Y variable (purchase decisions) by 44% while the remaining
56% is influenced by other variables not examined in this study.
The implication of the results of this study is that purchasing decisions can be improved through
efforts to improve the marketing mix and service quality that is more conducive and even better
References
Alma, Buchari. 2007. Manajemen Pemasaran dan Pemasaran Jasa. Edisi Revisi, CV.
Alfabeta. Bandung.
____________ 2002. Manajemen Pemasaran dan Pemasaran Jasa. Edisi Revisi. Cetakan
kelima. CV Alfabet. Bandung.
Angipora, Marius. 2004. Dasar-Dasar Pemasaran. Edisi Kedua. PT Raja Grafindo Persada.
Jakarta.
Anoraga, Pandji S.E., M.M. 2000. Manajemen Bisnis. Rineka Cipta. Jakarta.
Arumsari, Dheany. 2012. Analisis pengaruh kualitas produk, harga dan promositerhadap
keputusan pembelian air minum dalam kemasan merek Aqua. Semarang.
Babin, Zikmun. 2011. Riset Pemasaran. Edisi Sepuluh, Penerbit Salemba Empat. Jakarta.
Basu Swastha dan Irawan. Manajemen Pemasaran Modern. BPFE Yogyakarta.
Chamzah. 2009. analisis pengaruh bauran pemasaran dan kualitas pelayanan terhadap
keputusan pembelian produk pakaian Ramayana Ciputat.
Hasan, M. Iqbal. 2002. Pokok-Pokok Materi Teori Pengambilan Keputusan. Ghalia
Indonesia. Jakarta.
Ika Putri Iswayanti, 2010. Analisis Pengaruh Kualitas Produk, Kualitas Layanan, Harga
dan Tempat Terhadap Keputusan Pembelian Pada Rumah Makan Soto Angkringan Mas
Boed Semarang
Utami, Arum Puspa. 2016. Pengaruh bauran pemasaran terhadap keputusan pembelian
konsumen di minimarket KOPMA Universitas Negeri Yogyakarta.
J. Stanton William dan Lamarto Y. 2001. prinsip pemasaran. edisi ketujuh jilid 1. Alfabeta.
Jakarta.
Kotler P. dan G. Armstrong. 2008. Prinsip-prinsip Pemasaran. Edisi Keduabelas Jilid 1.
Erlangga. Jakarta.
Kotler, Philip. 2005. Manajemen Pemasaran. Edisi XI. Indeks. Jakarta.
___________ 2008. Prinsip-prinsip Pemasaran. Jilid 1. Erlangga. Jakarta.
Lupiyoadi, Rambat. 2001. Manajemen Pemasaran Jasa. Edisi XI. Salemba Empat. Jakarta.
Pratiwi, khoirunnisa dan HendriSoekotjo. 2017. Pengaruh bauran pemasaran dan kualitas
pelayanan terhadap keputusan pembelian Restaurant Dermaga Seafood, ISSN 2461-0593,
Vol.6 No.10 oktober.
Ratnasari R. T. dan M. H. Aksa. 2011. Teori dan Kasus Manajemen Pemasaran Jasa.
Cetakan Pertama, Ghalia Indonesia. Bogor.
Ridwan zia kusumah. 2011. Analisis Pengaruh Kualitas Produk dan Kualitas Pelayanan
Terhadap Keputusan Pembelian Pada Restoran Waroeng Taman Singosari Di Semarang.
Ridwan dan akdon. 2005. Rumus dan data dalam analisa statistika. Alfabeta. Jakarta.
Sugiyono. 2013.Metode penelitian bisnis. Alfabeta. Bandung. JOM FISIP Vol. 6: Edisi II
Juli – Desember 2019 Page 17
________ 2017. Statistik untuk penelitian. Alfabeta. Bandung
Sunyoto dan Danang. 2011. Praktik SPSS untuk kasus. Nuha medika. Yogyakarta.
Umar, Husein. 2003. Metode Riset Bisnis. PT. gramedia pustaka utama. Jakarta.
____________ 2011. Metode Penelitian untuk Skripsi dan Tesis Bisnis edisi 11.PT Bumi
Aksara. Jakarta.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
Copyright Notice
Please find the rights and licenses in JAMBIS : Jurnal Administrasi Bisnis. By submitting the article/manuscript of the article, the author(s) agree with this policy. No specific document sign-off is required.
1.License
The non-commercial use of the article will be governed by the Creative Commons Attribution license as currently displayed on Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
2.Author(s)' Warranties
The author warrants that the article is original, written by stated author(s), has not been published before, contains no unlawful statements, does not infringe the rights of others, is subject to copyright that is vested exclusively in the author and free of any third party rights, and that any necessary written permissions to quote from other sources have been obtained by the author(s).
3.User Rights
JAMBIS : Jurnal Administrasi Bisnis, spirit is to disseminate articles published are as free as possible. Under the Creative Commons license, JAMBIS : Jurnal Administrasi Bisnis permits users to copy, distribute, display, and perform the work for non-commercial purposes only. Users will also need to attribute authors and JAMBIS : Jurnal Administrasi Bisnis on distributing works in the journal and other media of publications.
4.Co-Authorship
If the article was jointly prepared by more than one author, any authors submitting the manuscript warrants that he/she has been authorized by all co-authors to be agreed on this copyright and license notice (agreement) on their behalf, and agrees to inform his/her co-authors of the terms of this policy. JAMBIS : Jurnal Administrasi Bisnis will not be held liable for anything that may arise due to the author(s) internal dispute. JAMBIS : Jurnal Administrasi Bisnis will only communicate with the corresponding author.
5.Miscellaneous
JAMBIS : Jurnal Administrasi Bisnis will publish the article (or have it published) in the journal if the article’s editorial process is successfully completed. JJAMBIS : Jurnal Administrasi Bisnis editors may modify the article to a style of punctuation, spelling, capitalization, referencing and usage that deems appropriate. The author acknowledges that the article may be published so that it will be publicly accessible and such access will be free of charge for the readers as mentioned in point 3.
Every accepted manuscript should be accompanied by "Copyright Transfer Agreement" prior to the article publication.
