Article Per Year (5 Year)
p-Index From 2019 - 2024
0.23
P-Index
This Author published in this journals
All Journal International Journal of Marketing and Human Resource Research
Lilly Quadrianti
Universitas Muhammadiyah Palembang, Indonesia
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Effect of Marketing Mix, Perception and Consumers’ Knowledge on NEUROAID Buying Decision at South Sumatera Region Lilly Quadrianti; Diah Isnaini Asiati; Maftuhah Nurrahmi
International Journal of Marketing & Human Resource Research Vol. 5 No. 2 (2024): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v5i2.1775

Abstract

This research aims to determine the influence of the marketing mix (product, price, place, promotion) and consumer perception and knowledge on purchasing decisions for Neuroaid in the Southern Sumatra region. The type of research is descriptive research with a quantitative approach. This research uses independent variables, namely marketing mix (product, price, place, promotion) and perception and knowledge, and the dependent variable is purchasing decisions. The population is consumers of Neuroaid PT. Mersifarma, southern Sumatra, with a sample of 92 people taken using cluster sampling. The data used is primary data with a questionnaire data collection method. The analysis technique used by researchers is Multiple Linear Regression. The research results prove that simultaneously 1) There is a positive and significant influence of the marketing mix (product, price, place, promotion) and perception and knowledge on purchasing decisions; 2) There is a positive and significant influence of the product on purchasing decisions; 3) There is a positive and significant influence of price on purchasing decisions; 4) There is a positive and significant influence of place on purchasing decisions; 5) There is a positive and significant influence of promotion on purchasing decisions; 6) There is a positive and significant influence of perception on purchasing decisions; 7) There is a positive and significant influence of knowledge on purchasing decisions.
Co-Authors Diah Isnaini Asiati Maftuhah Nurrahmi