PENGARUH MARKETING MIX (7P) TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO ONLINE DAPURDEP

Abstract

The focus of the research was how marketing mix 7P could affect buying decisions of Dapurdep. Therefore, this research aimed to examine the effect of marketing mix 7P on buying decisions of Online shop, Dapurdep. While the research was quantitative. Moreover, the population was all consumers who had bought at Dapurdep with questionnaires as the instrument in data collection technique. In line with that, there were 98 respondents as the sample. Furthermore, the data analysis technique used multiple linear regression with SPSS. The research result concluded that product, price, location, and process had a significant effect on buying decisions. It meant the higher the product, price, location, and process were, the higher also its buying decisions. On the other hand, promotion, people (employees), and physical evidence had an insignificant effecton buying decisions. This meant, the fluctuation of promotion, employees ‘performance, and good or bad of its physical evidence would not affect buying decisions.