Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Insis Komputer
DOI:
https://doi.org/10.31294/jasika.v2i2.1513Keywords:
Marketing Mix, SPSS 17, Purchasing DecisionAbstract
This research is to find out how significant the influence is simultaneously and partially between the marketing mix and purchasing decisions. The research method used is quantitative which is analyzed using SPSS ver.17. the results of the study indicate that there is a significant influence between all marketing mix variables on purchasing decisions. The contribution of the Product variable (X1) which explains the Purchase Decision (Y) is the lowest with 0.755 while the highest is the Process variable (X5), which is 3.500. Determination (R2) shows that the percentage of influence of the independent variables (product, price, promotion, place and process) is 72%. These results show that R2 is close to 1, so the percentage of influence given by the independent variable on the dependent variable is close to 100%. 1. Companies must improve the quality of the company, especially in the process and promotion, because these variables have the greatest contribution among other variables in influencing purchasing decisions, namely the process variable is 4.3264% and the promotion variable is 84.64%.
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