PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI LIBRERIA EATERY

Oei Pricilia Jeanette

Abstract


Penelitian ini dilakukan untuk menganalisa pengaruh marketing mix (produk, harga,
tempat, promosi, orang, bukti fisik, dan proses) terhadap keputusan pembelian konsumen di
Libreria Eatery, melalui penyebaran kuisioner kepada 104. Jenis penelitian yang digunakan
adalah kuantitatif dengan metode teknik pengolahan data menggunakan analisis regresi linier
berganda. Hasilnya hanya variabel harga, lokasi, promosi, orang, dan proses yang memiliki
pengaruh yang positif dan signifikan, serta variabel yang paling dominan adalah lokasi.

 

 

The purpose of this research is to anaylze The Influence of marketing mix ( product,
price, place, promotion, people, physical evidence, and process) in consumer buying decision
at Libreria Eatery by distributing 104 questionnaires. This research used quantitative with
data processing techniques used multiple linear regression method. The results show that
only price, place, promotion, people, and process that have positive and significant influences
on consumer buying decision, followed by place as the most dominant variable.


Keywords


Produk, harga, tempat, promosi, orang, bukti fisik, proses, dan keputusan pembelian

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