Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Survei Pada Konsumen Baker's King Donuts & Coffee Di Mx Mall Malang)

Marina Intan Pertiwi • Edy Yulianto • Sunarti Sunarti
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • August 2016

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(Bahasa Indonesia, 8 pages)

Abstract

This research aims to find out the influence of the marketing mix of purchasing decisions together and to partial and know the variables affect the dominant against the purchasing decisions on consumers Baker's King Donuts & Coffee in the MX Mall Malang. The type of research that is used is eksplanatori research with quantitative approach. Using purposive sampling techniques Sampling. The number of samples in this research totaled 116 the respondents. Method of data collection through the spread of the questionnaire. Data analysis technique that is used is a descriptive analysis and regression analysis double linier. The results of the study showed that the value of 19,169 Fhitung obtained with the significance on 0,000. Ftable known by 5% or 0.05 alpha of 2.45. The results of these calculations show that Fhitung greater than Ftabel, namely 19,169 > 2.45 hkd with the significance that is smaller than the alpha, namely 0,000 < 0,005. Based on the results of t tests can be known that there are three free variables that partially have a significant influence on the purchase decision namely Product, Promotion, and the, while the variables does not have a significant influence on the purchase decision is the price variables. The dominant variable against the purchase decision was the promotion of.

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

Jurnal Administrasi Bisnis S1 Universitas Brawijaya merupakan jurnal ilmiah yang memuat artikel b... see more