PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ATK DAN FOTOKOPI DI MASA PANDEMI (STUDI PADA TOKO TIGA JAYA ATK DI DESA KESAMBEN WETAN)

  • Rosalina Oktavia
  • Rismawati

Abstract

This research aimed to analyze and fine out the effect of product, price, place, and promotion on
buying decisions at Tiga Jaya Stationery at Desa Kesamben Wetan. The population was 150
respondents. The data collection technique used Non-Probability Sampling. While the data sampling
technique used accidental sampling, in which the sample was taken randomly when the researcher
met anyone at the research location. Moreover, the data analysis technique used multiple linear
regression with SPSS 27. The research result concluded that the product had an insignificant effect on
buying decisions at Tiga Jaya Stationery, since the products did not have endurance and specialty,
and also did not support proper features. Likewise, the promotion had an insignificant effect on buying
decisions at Tiga Jaya Stationery as the store still used promotion and sale privately. Therefore,
consumers had not known more about the store. On the other hand, both price and place had a
significant effect on buying decisions at Tiga Jaya Stationery.

Published
2022-04-12