PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BLANCO COFFEE YOGYAKARTA
Dublin Core
Title
PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BLANCO COFFEE YOGYAKARTA
Subject
Marketing Mix, Purchase Decision
Description
The point of overall study was to determine the impact of marketing mix on consumer purchasing decisions at Blanco Coffee Yogyakarta. The sort of investigation employed was descriptive quantitative and employs the survey strategy. The people surveyed included Blanco Coffee Yogyakarta customers. Its sampling method entails nonprobability procedures, i.e., incidental sampling, including a representative of 100
individuals. Data analysis methods use multiple linear regression with assistance of large - scale application software SPSS 23. The investigation 's findings revealed that sample t - test could be used to identify two consecutive independent variables which have a substantial impact on the purchase decision, particularly regarding product and physical evidence, whereas the variables which do not possess a substantial impact on this same
purchase decision are process, people, promotion, place, and price. At the same time, overall marketing mix does have a considerable impact on purchasing decisions having valuation F (5,214) > F-table (2,11). According to the findings of the study, overall marketing mix does have a 23 percent impact upon purchasing decisions, whereas the additional 77 percent is regulated by several other elements.
individuals. Data analysis methods use multiple linear regression with assistance of large - scale application software SPSS 23. The investigation 's findings revealed that sample t - test could be used to identify two consecutive independent variables which have a substantial impact on the purchase decision, particularly regarding product and physical evidence, whereas the variables which do not possess a substantial impact on this same
purchase decision are process, people, promotion, place, and price. At the same time, overall marketing mix does have a considerable impact on purchasing decisions having valuation F (5,214) > F-table (2,11). According to the findings of the study, overall marketing mix does have a 23 percent impact upon purchasing decisions, whereas the additional 77 percent is regulated by several other elements.
Creator
Gita Prihatiningtyas dan Uswatun Chasanah
Source
https://jurnal.stieww.ac.id/index.php/jrm/issue/view/38
Publisher
STIE Widya Wiwaha
Date
Juli 2022
Contributor
Sri Wahyuni
Rights
Online ISSN : 2624-492X
Print ISSN : 2355-9381
Print ISSN : 2355-9381
Format
PDF
Language
Indonesian
Type
Text
Coverage
Jurnal Riset Manajemen STIE Widya Wiwaha 2022
Files
Collection
Citation
Gita Prihatiningtyas dan Uswatun Chasanah, “PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI BLANCO COFFEE YOGYAKARTA,” Repository Horizon University Indonesia, accessed December 27, 2024, https://repository.horizon.ac.id/items/show/5518.