PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA BATIK GEDOG ZAENAL TUBAN (Studi kasus pada Tenun dan Batik Gedog Zaenal Jawa Timur)

Abstract

This research aimed to find out the effect of product, price, location, and promotion on buying decision of Batik Gedog Zaenal in Tuban. The research was associative. While, the population was consumers who bought some products of Batik Gedog Zaenal in Tuban. Moreover, the data collection technique used purposive sampling, in which the sample was based on criteria given. In line with, there were 100 respondents ofconsumer who bought Batik cloth of Gedog Zaenal in Tuban; as sample, furthermore, the data were primary which in form of questionnaires. Additionally, the data analysis technique used multiple regression with SPSS (Statistical Product and Service Solution) 20 which aimed to count how much regression coefficient was. This result would show how big the effect ofproduct, price, location and promotion on buying decision of Batik Gedog Zaenal in Tuban.The research result concluded product, price, location and promotion had positive and significanteffect on buying decision of Batik Gedog Zaenal in Tuban. In addition, it was supported by the amount of correlation level that showed very strong relationship of product, price, location and promotion on buying decision of Batik Gedog Zaenal in Tuban.
Keywords: product , price, location, promotion, buying decision