KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Vol. 8 No. 4 (2022): Kalbisiana

Pengaruh Bauaran Pemasaran Terhadap Keputusan Pembelian Serta Implikasinya pada Kepuasan Konsumen

Sarah Sinta (Institut Teknologi dan Bisnis Kalbis)
Ferryal Abadi (Institut Teknologi dan Bisnis Kalbis)

Article Info

Publish Date
02 Dec 2022

Abstract

This study aims to determine the effect of product, price, distribution, and promotion on purchase intention Hydro Coco isotonic drinks. And also want to know the influence of purchase interntion on customer satisfaction. This study used a quantitative approach through survey of 85 respondents. The sample population was the 2015 class of Management Faculty Kalbis Institute students who were active in the even semester semester 2019. Using the Slovin formula with margin error of 5%. Hypothesis test results (t test) which show that the product, price, distribution, and promotion partially have a positive and significant influence on purchasing intention. And there is a positive and significant influence between purchase intention on customer satisfaction. The conclusion of this study is that price is the most dominant variable for purchase intention. This can be interpreted that the price is the only element of the marketing mix that is often used as consideration in making a purchase.

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Journal Info
KALBISIANA Jurnal Sains, Bisnis dan Teknologi
Website

Abbrev

kalbisiana

Publisher

UNIVERSITAS KALBIS

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

Description

KALBISIANA Jurnal Sains, Bisnis dan Teknologi adalah jurnal akses terbuka akademik yang bertujuan untuk mempromosikan integrasi sains, bisnis dan teknologi. Fokusnya adalah menerbitkan makalah tentang sains, bisnis dan teknologi. Makalah yang dikirimkan akan ditinjau oleh komite teknis jurnal. Semua ...