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All Journal Widyagama National Conference on Economics and Business (WNCEB)
Riska Budi Arti
Universitas Widyagama Malang
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH BAURAN PEMASARAN DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN KOBER MIE SETAN SOEKARNO HATTA DI MALANG Riska Budi Arti; Bambang Budiantono; Tuti Hastuti
Widyagama National Conference on Economics and Business (WNCEB) Vol 2, No 1: WNCEB 2021
Publisher : Universitas Widyagama Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (254.605 KB) | DOI: 10.31328/wnceb.v2i1.3147

Abstract

AbstrakThe main objective of this study was to determine the effect of the marketing mix and service quality at Kober Mie Setan Soekarno Hatta on consumer purchasing decisions. The population in this study were all consumers of Kober Mie Setan Soekarno Hatta and took 100 respondents. This research uses quantitative methods, which will produce numeric data and are processed by computer using SPSS software. The analytical tool used is multiple linear regression analysis. The result showed that the marketing mix variable had a significant effect and service quality had no significant effect on consumer purchasing decisions for Kober Mie Setan Soekarno Hatta in Malang. With this marketing mix and service quality, it can be a driving tool for consumer purchasing decisions at Kober Mie Setan Soekarno Hatta. Keywords: Marketing Mix; Quality of Service; Buying decision; Kober Mie Setan Tujuan utama penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran dan kualitas layanan pada Kober Mie Setan Soekarno Hatta terhadap keputusan pembelian konsumen. Populasi dalam penelitian ini adalah seluruh konsumen Kober Mie Setan Soekarno Hatta dan mengambil 100 responden. Penelitian ini menggunakan metode kuantitatif yang akan menghasilkan data numerik dan diolah dengan komputer menggunakan software SPSS. Alat analisis yang digunakan adalah analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Bauran Pemasaran berpengaruh signifikan dan Kualitas layanan tidak berpengaruh signifikan terhadap Keputusan Pembelian Konsumen Kober Mie Setan Soekarno Hatta. Dengan bauran pemasaran dan kualitas layanan tersebut dapat menjadi pendorong pengambilan keputusan pembelian konsumen di Kober Mie Setan Soekarno Hatta. Kata kunci: Bauran Pemasaran, Kualitas Layanan, Keputusan Pembelian, Kober Mie Setan
Co-Authors Bambang Budiantono TUTI - HASTUTI