PENGARUHMARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRABAYAR TRI PADA MAHASISWA STIESIA SURABAYA

Abstract

This research is meant to find out and to examine the influence of product, price, place, and promotion variables
to the purchasing decision of 3 pre-paid card on the students of STIESIA Surabaya.The population is the
students of STIESIA Surabaya and the samples are 105 respondents.The multiple linear regressions analysis is
applied in this research in order to calculate the magnitude of the regression coefficient to show the great
influence of product, price, place, and promotion variables (t-test) to the purchasing decision. Meanwhile, the
goodness of fit test (F test) is applied in this research to examine the feasibility of model in the research.The result
of the examination of the t test shows that product has positive influence to the purchasing decision; price has
positive influence to the purchasing decision; place has positive influence to the purchasing decision; and
promotion has positive influence to the purchasing decision of 3 pre-paid card on the students of STIESIA
Surabaya. Meanwhile, product variable is the variable which has dominant influence to the purchasing decision
of 3 pre-paid card on the students of STIESIA Surabaya.
Keywords: Product, Price, Place, Promotion, and Purchasing Decision