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All Journal Jurnal Ilmiah KOMPUTASI Jurnal Bina Bangsa Ekonomika Jurnal Ekonomi dan Manajemen (JEKMA) Jurnal Ilmiah Multidisiplin (JUKIM)
Muhammad Edy Supriyadi
Universitas Gunadarma
Computer Science & IT Economics, Econometrics & Finance Social Sciences

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Journal : Jurnal Bina Bangsa Ekonomika

 1 
PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SCARLETT WHITENING DI CIKARANG Ibnu Cahyo Ramadhan; Muhammad Edy Supriyadi; Tia chisca Anggraeni; Lista Kuspriatni; Agus Sujarwanto
Jurnal Bina Bangsa Ekonomika Vol. 17 No. 1 (2024): Jurnal Bina Bangsa Ekonomika (JBBE)
Publisher : LP2M Universitas Bina Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46306/jbbe.v17i1.499

Abstract

The purpose of this study was to analyze the influence of marketing mix on the purchase decision of scarlett whitening products.  The analysis method in this study using quantitative primary data, the test stages carried out are: validity, reliability, normality, multiple linear regression analysis, F test, t test and coefficient of determination. The data used in this study used a questionnaire instrument with a Likert scale, and valid data that was collected as many as 100 respondents. The sampling method in this study is non-probability sampling with purposive sampling techniques. The testing tool used is SPSS 25. The results showed that variables in the marketing mix, namely products, places, and promotions, had a partial effect on purchasing decisions, while price variables did not partially affect purchasing decisions
Co-Authors Agus Sujarwanto Dewi Agushinta R. Dina Agusten Ibnu Cahyo Ramadhan Imam Purwanto Indira Mahayani Lista Kuspriatni Sri Rahayu Puspita Sari Tia Chisca Anggraeni