JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Vol 2 No 1 (2018): Journal of Applied Business Administration-Maret 2018

PENGARUH BAURAN PEMASARAN (MARKETING MIX) TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK KARA SANTAN PT ENSEVAL PUTERA MEGATRADING, Tbk

Sylvia Shareen (Prodi Administrasi Bisnis Terapan Politeknik Negeri Batam)
Nur Rahmah Andayani (Politeknik Negeri Batam)

Article Info

Publish Date
29 Mar 2018

Abstract

This study aims to determine and analyze the influence of marketing mix which consists of product variables, prices, promotions, places, people, and the process of purchasing decisions on products Kara Santan PT. Enseval Putera Megatrading, Tbk simultaneously or partially. Population in this research is customer of PT. Enseval Megatrading Putera Tbk Batam Branch who had a history of purchases Kara Santan period in 2016. The analysis method used in this research is descriptive analysis and multiple regression analysis using SPSS 20. Hypothesis testing using T test and F test value of α = 5%. The results showed that in partial product, price, promotion, people, and processes of positive and significant influence on purchasing decisions, althought place have no effect and significant impact on purchasing decisions, and simultaneously all the variable positive and significant impact on purchasing decisions PT. Enseval Putera Megatrading, Tbk.

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Journal Info
JOURNAL OF APPLIED BUSINESS ADMINISTRATION
Website

Abbrev

JABA

Publisher

Politeknik Negeri Batam

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

Journal of Applied Business Administration (JABA) is a journal published by Study Program of Applied Business Administration, Politeknik Negeri Batam. The journal is predominantly devoted to applied business administration with special focus on industries problem solving. JABA publish quality ...