PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TEH ROLAS PT. ROLAS NUSANTARA MANDIRI

Abstract

The purpose of this research is to find out whether the influence of mix market which
consists of product, price, promotion and location has influence either simultaneous or
partial to the purchasing decision of teh rolas. The multiple linear regressions are used as
the analysis technique and the respondents are 72 people. It has been found from the
hypothesis test that independent variable has significant influence to the purchasing
decision. This finding is based on the result of feasibility model test which has Fcount value
is 26.398 and the significance F value is under 0.05 which is 0.000. Meanwhile, the result
of t-test i.e.: product, price, promotion, and location variables, the partial value of each of
this variable is under 0.05 so the H0 is denied and the H1 is accepted. The variable which
has dominant influence to the purchasing decision is product variable since its r2 value is
0.1552 which is the biggest among variables. It can be concluded from all calculations
that have been done that the formulation of the hypothesis is proven to have significant
influence.
Keywords: Product, Price, Promotion, Location, and Customers Decision.