Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang

Abstract

This study aimed to investigate the effect between the marketing mix components; Products (X1), Price (X2), Promotion (X3), and Place (X4) on the Buying decision (Y) of clothing consumers at the selected department stores in Malang City. The population in this study was all the clothing consumers at the selected department stores in Malang City. Sampling was done by Proportional random sampling technique, and obtained the sample of 150 respondents. Primary data was collected using questionnaire as the research instrument. Data analysis was performed using Multiple Linear Regression analysis on the SPSS 21 program. The results validated that Products (X1), Price (X2), Promotion (X3), and Place (X4) have a significant effect on the consumers’ buying decision (Y). This is showed by the significance value (p-value) < α (0.05) both in partial and simultaneous test. The influence of all components of the marketing mix on the consumers’ buying decision is 50.3% (R square 0.503). In addition, the component of marketing mix with the biggest influence is promotion (Standardized coefficient 0.334). Therefore, it can be concluded that the marketing mix has a significant effect on the buying decision of clothing consumers of department stores in Malang City.

Effect of Marketing Mix on Consumer Purchase Decisions to Buy Cavendish Banana at Modern Markets in Semarang

“…Table 5 shows that the selected place as a sale point is strategic because most respondents feel that the place is easy to reach so that consumers can easily find the place even though there are still some respondents who do not agree. It is in accordance with the opinion of Enggal et al (2019) stating that road access to the sale point, a clean and comfortable place affects purchasing decisions. The place of sale is considered clean so that consumers are more comfortable in making purchases.…”

“…Therefore, there needs to increase they way of promotions through media that are currently on hype so that consumers will more easily find out the promotion. Enggal et al (2019) argues that the way that can be done in promoting a product is to do promotions according to the media that is often used so that consumers can easily find out about the promotion.…”

“…While most of the respondents decide to purchase Cavendish bananas because they claim it was suitable from all variables namely product, price, place and promotion, while others decide to purchase because they claim it was suitable only from one variable or only from several variables. According to Enggal et al (2019), the marketing mix in the form of product, price, promotion and place has significant effect on purchase decision. In addition, consumers who are satisfied with the Cavendish bananas they purchased in terms of product, price, place and promotion will decide to repurchase.…”

Pengaruh Keragaman Produk, Presepsi Harga, Dan Strategi Promosi Terhadap Keputusan Pembelian Konsumen (Studi Pada Produk Minimal Ladies Di Matahari Megamall Manado)

“…Berdasarkan hasil penelitian yang di uraikan sebelumnya ditemukan bahwa variabel Strategi Promosi dalam penelitian ini tidak memiliki pengaruh yang positif dan signifikan terhadap Keputusan Pembelian. Hal ini di tunjukan melalui Nilai thitung untuk variabel Strategi Promosi (X3) sebesar 7.206 lebih besar dari nilai ttabel sebesar 1,665 dengan tingkat signifikan 0,000 < 0,05, sehingga Ho ditolak artinya Strategi Promosi (X3) berpengaruh berpengaruh signifikan terhadap Keputusan Pembelian (Y), dengan demikian Ha diterima.Hal ini pun di dukung dengan adanya penelitian terdahulu yang di lakukan oleh Enggal, Bukhori, & Sudaryanti. (2019) dengan judul Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang.…”

Analisis Pengaruh Marketing Mix terhadap Keputusan Taruna/I Memilih Kampus Politeknik Pelayaran

“…Banyak perusahaan mengadakan pendekatan terhadap penentuan harga berdasarkan tujuan yang hendak dicapainya. Adapun tujuan tersebut dapat berupa meningkatkan penjualan, mempertahankan market share, mempertahankan stabilitas harga, mencapai laba maksimum dan sebagainya (Enggal et al, 2019).…”