PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA UD. JATI LUHUR DI GRESIK

Abstract

This research is aimed to find out the influence of mixed marketing which consists of product, price, place and promotion to the purchasing decision and to find out product, price, place and promotion, which one of them has the most dominant influence to the purchasing decisions. The population is all consumers of UD. Jati Luhur who have ever bought the product at UD. Jati Luhur. This research is a causal comparative study and the data is the primary data. The sampling method has been done by using non-probability sampling, to determination of sample has been done by using purposive sampling and 100 respondents have been selected as samples. The analysis technique has been done by using multiple linear regressions. The result of the test shows that the partial influence of product, price, place and promotion is significant to the purchasing decisions, and the result of simultaneous test of product, price, place and promotion is significant to the purchasing decisions at UD. Jati Luhur. Meanwhile, place has dominant influence to the purchasing decision. It can be concluded from all calculation that the formulation of the hypothesis is proven to have significant influence.
Keywords: product, price, place, promotion and purchasing decision