PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PIZZA HUT DARMO SURABAYA

Abstract

This research is meant to find out and to test the influence of mix market variables which consist of product,
price, place, promotion to the purchasing decision at Pizza Hut Darmo Surabaya. The population of this research
is the community of Surabaya who is the customers at Pizza Hut Darmo Surabaya and the amount of samples
are 100 respondents.The data analysis technique has been done by using multiple linear regressions which is
meant to calculate the amount of coefficient regressions in order to shows the influence of the mix market
variables to the purchasing decision. Meanwhile, goodness of fit test (F test) has been applied to test the
feasibility of the model in the research. The result of the F test shows that the regressions model is feasible to be
used.The result of the t test shows that the variables which have been used in the research model partially has
actual influence to the purchasing decision at Pizza Hut Darmo Surabaya. Price variable has dominant
influence to the purchasing decision at Pizza Hut Darmo Surabaya

Keywords:product, price, place, promotion, purchasing decision