PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA ASHILA CATERING DI SURABAYA

Abstract

This study aims to know and test the influence of product variables, prices, promotion, location, people, physical evidence, and the process of purchasing decisions at Ashila Catering in Surabaya. The population used in this study is consumers who use services Ashila Catering Surabaya with the number of samples of 100 respondents. By accidental sampling sampling technique. Data analysis technique used is multiple linear regression analysis which aims to calculate the regression coefficient to show the effect of product variables, price, promotion, location, person, physical proof, and process to purchase decision. The results of multiple linear regression tests of product variables, price, promotion, location, person, physical evidence, and process have a positive effect on purchase decision. The result of t test shows that product, price, promotion, location, person, physical proof, and process have significant effect to Purchase Decision. While the results of partial determination coefficient test (r2) indicate that the product is the dominant variable affecting purchasing decisions at Ashila Catering in Surabaya.

Keywords: product, price, promotion, location, physical evidence, purchase decision