PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (Survei pada Konsumen Baker’s King Donuts & Coffee di MX Mall Malang)

Abstract

This research aims to find out the influence of the marketing mix of purchasing decisions together and to partial and know the variables affect the dominant against the purchasing decisions on consumers Baker's King Donuts & Coffee in the MX Mall Malang. The type of research that is used is eksplanatori research with quantitative approach. Using purposive sampling techniques Sampling. The number of samples in this research totaled 116 the respondents. Method of data collection through the spread of the questionnaire. Data analysis technique that is used is a descriptive analysis and regression analysis double linier. The results of the study showed that the value of 19,169 F hitung obtained with the significance on 0,000. F table known by 5% or 0.05 alpha of 2.45. The results of these calculations show that F hitung greater than F tabel , namely 19,169 > 2.45 hkd with the significance that is smaller than the alpha, namely 0,000 2,45 dengan signifikansi yang lebih kecil dibandingkan alpha , yaitu 0,000 < 0,005. Berdasarkan hasil uji t dapat diketahui bahwa terdapat tiga variabel bebas yang secara parsial mempunyai pengaruh signifikan terhadap Keputusan Pembelian yaitu Produk, Promosi, dan Tempat, sedangkan variabel yang tidak mempunyai pengaruh signifikan terhadap Keputusan Pembelian adalah variabel Harga. Variabel yang dominan terhadap keputusan pembelian adalah Promosi. Kata kunci: Bauran Pemasaran, Produk, Harga, Promosi, Tempat, Keputusan Pembelian

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