PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK HALAWA DI KOTA MOJOKERTO

AHMAD SUYANTO, AHMAD SUYANTO (2019) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PRODUK HALAWA DI KOTA MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Suyanto, Ahmad, 2018. Pengauh Marketing Mix Terhadap Keputusan Pembelian Produk Halawa di Kota Mojokerto. Skripsi/ tugas akhir, Program Studi Manajemen Sumber Daya Manusia, Fakultas Ekonomi, Universitas Islam Majapahit ( UNIM ). Pembimbing I : Eny Setyariningsih,SE.,MM Pembimbing II : M. Syamsul Hidayat,SE.,MM Technological developments in the era of globalization were used by entrepreneurs To introduce its business as a business in the field of instant spices. The number of companies that are increasingly making the level of competition increasingly stringent results in consumers having a high bargain on product quality, price, location and promotion offered by a company. The purpose of this study was to determine the effect of products, prices, places and promotions on purchasing decisions of halawa products in Mojokerto City. This study is an associative study where the population and sample of research are all buyers of halawa products in Mojokerto City. The data analysis technique used is multiple linear regression. The results obtained Y = 3.199 + 0.463 X_1 + 0.207X_2 + 0.333X_3 + 0.195X_4 then a = 3.199 which means that without all the variables the purchasing decision is 3.199%. b_1 = 0.463, which means that each respondent's response to the product is increased, the decision will increase by 0.463%. b_2 = 0.207, which means that each respondent's response to the price is increased so that there will be an increase in purchasing decisions of 0.207%. b_3 = 0.333 which means that each respondent's response regarding place is increased, it will experience an increase in purchasing decisions of 0.333%. b_4 = 0.195 which means that if the respondent's response to the promotion is increased it will increase the purchasing decision by 0.195. Keywords: Marketing Mix, Buying Decisions

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