PENGARUH BAURAN PEMASARAN DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN PADA HOLLAND BAKERY CABANG PONDOK KELAPA JAKARTA TIMUR

Abstract

This study aims to determine the Impact of Marketing Mix and Services Quality towards the Buying Decision in Holland Bakery Branch of Pondok Kelapa East Jakarta. The used Research Methodology is quantitative descriptive method. The technique used in data collection is in the form of questionnaires and literature. The population that will be used in this study are all customers from Holland Bakery in Pondok Kelapa East Jakarta. The sampling technique used in this research is nonprobability sampling with incidental technique, namely anyone who coincidentally meets the researcher and has purchased or a customer of the product. Total samples are 165 samples. The used data analysis is multiple linear regression analysis using IBM Statistics software version 26. The results of this study indicated that the Marketing Mix affects Buying Decision of 37.2%. Service Quality affects Buying Decision of 44,6%. Marketing Mix and Service Quality has significant effect on Buying Decision. Marketing Mix and Service Quality affects the Buying Decision variable simultaneously with a value of 0.389 or 38.9%, where 61.1% is affected by other variables that are not included in this study