PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PADA FOOD CENTER (UKM BINAAN PJT I) DI KAWASAN WISATA WADUK SELOREJO MALANG

Abstract

The tight competition in the business world requires an
organization to create a marketing mix strategy to market the
products sold and increase sales turnover. This research analyzes
the influence of marketing mix which includes product, price, place,
promotion, people, physical evidence and process to purchase
decision.
This research is a quantitative research. Case study was conducted
at the food center in the tourist area of Selorejo Dam Reservoir.
Data obtained from 80 respondents through direct observation
(observation) and questionnaires on people who have / have visited
Selorejo Reservoir and made purchases of products in the food
center Selorejo Reservoir Malang. Method of data analysis using
quantitative analysis that is doubled linear regression.
The analysis performed shows the following results: 1) Product,
price, promotion, place, person, physical environment and process
simultaneously / together positively influence purchasing decision,
2) Product, promotion, place, person and process partially have A
positive influence on purchasing decisions. While price and physical
environment have a negative influence on purchasing decisions, 3)
Of the five marketing mix variables that have a positive effect on
purchasing decisions, product variables are the most dominant
variable in influencing purchasing decisions. 4) Product, price,
promotion, place, person, physical environment and process have
contribution of 78.5% in explaining buying decision at food center
of Selorejo Reservoir. While other factors have a contribution of
21.5% explained by other variables.