Laras Oktavia, Laras Oktavia (2021) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS DI GALERI SINAR MAS JAKARTA). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
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Abstract
Penelitian ini bertujuan untuk menguji dan mengetahui pengaruh bauran pemasaran (produk, harga, lokasi dan promosi) terhadap keputusan pembelian pada Galeri Sinar Mas Jakarta. Penelitian menggunakan startegi penelitian kuantitatif asosiatif. Populasi yaitu seluruh konsumen Galeri Sinar Mas. Dengan sampel penelitian sebanyak 97 responden dari konsumen Galeri Sinar Mas. Teknik pengambilan sampel menggunakan teknik Non Probality Sampling dengan metode Accidental Sampling. Analisis statistik menggunakan analisis regresi linier berganda dengan bantuan program SPSS versi 24.0. Hasil penelitian menunjukkan bahwa variabel produk berpengaruh secara positif dan signifikan terhadap keputusan pembelian, variabel harga berpengaruh secara positif dan signifikan terhadap keputusan pembelian, variabel lokasi tidak berpengaruh terhadap keputusan pembelian, variabel promosi berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Dan bauran pemasaran berpengaruh secara positif dan signifikan terhadap keputusan pembelian. This study aims to examine and determine the effect of the marketing mix (product, price, location, and promotion) on purchasing decisions at Galeri Sinar Mas Jakarta. The study used an associative quantitative research strategy. The population is all consumers of Galeri Sinar Mas. With a research sample of 97 respondents from Galeri Sinar Mas consumers. The sampling technique used was the Non-Probability Sampling technique with the Accidental Sampling method. Statistical analysis using multiple linear regression analysis with the help of SPSS version 24.0. The results showed that the product variable had a positive and significant effect on purchasing decisions, the price variable had a positive and significant effect on purchasing decisions, the location variable had no and no significant effect on purchasing decisions, and the promotion variable had a positive and significant effect on purchasing decisions. And the marketing mix has a positive and significant effect on purchasing decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
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| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Mrs LARAS OKTAVIA | ||||||||
| Date Deposited: | 12 Oct 2021 02:38 | ||||||||
| Last Modified: | 12 Oct 2021 02:38 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/5463 |
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