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All Journal Akademika : Jurnal Manajemen, Akuntansi, dan Bisnis
Silva Yuni Prasetya Kasma
Sekolah Tinggi Ilmu Ekonomi Indonesia Malang
Economics, Econometrics & Finance Education

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PENGARUH FAKTOR-FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN Silva Yuni Prasetya Kasma; Moh Nasikh
Jurnal Akademika Vol 19, No 1 (2021): Februari 2021
Publisher : STIE Indonesia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51881/jam.v19i1.212

Abstract

This study aims to develop a research model that studies whether the variables of the marketing mix affect consumer purchasing decisions through perceived value in Supermarkets Rejeki Baru Malang. The analysis method uses multiple regression  with software. Sampling was 69 respondents from Rejeki Baru Supermarkets taken within 1 day.The results showed that the four marketing mix variables had a positive and significant effect on the value of consumer perceptions, namely the product variable 0.445, the price of 0.212, the distribution of 0.407, and promotion of 0.138 were not significant in influencing the value of consumer perceptions. Product variable is the dominant variable in influencing the perceived value of consumer purchases with a significant level of 0.445. Perceived value of consumer purchases has a significant positive effect on consumer shopping decisions Rejeki Baru Malang. Keyword: marketing mix, product, price, promotion, distribution, buying
PENGARUH FAKTOR-FAKTOR MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN SILVA YUNI PRASETYA KASMA; MOH. NASIKH
AKADEMIKA Vol. 19 No. 1 (2021): Februari 2021
Publisher : Pusat Publikasi dan Penerbitan Karya Ilmiah STIE Indonesia Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51881/jak.v19i1.30

Abstract

This study aims to develop a research model that studies whether the variables of the marketing mix affect consumer purchasing decisions through perceived value in Supermarkets Rejeki Baru Malang. The analysis method uses multiple regression with software. Sampling was 69 respondents from Rejeki Baru Supermarkets taken within 1 day. The results showed that the four marketing mix variables had a positive and significant effect on the value of consumer perceptions, namely the product variable 0.445, the price of 0.212, the distribution of 0.407, and promotion of 0.138 were not significant in influencing the value of consumer perceptions. Product variable is the dominant variable in influencing the perceived value of consumer purchases with a significant level of 0.445. Perceived value of consumer purchases has a significant positive effect on consumer shopping decisions Rejeki Baru Malang.
Co-Authors MOH NASIKH MOH. NASIKH