Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada Food Center (UKM Binaan Pjt I) Di Kawasan Wisata Waduk Selorejo Malang

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Jovita Vicka Bayu Wardhani
Dewi Ratih

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 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. 


 

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How to Cite
Vicka Bayu Wardhani, J., & Ratih, D. (2016). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada Food Center (UKM Binaan Pjt I) Di Kawasan Wisata Waduk Selorejo Malang . Akubis: Jurnal Akuntansi Dan Bisnis, 1(02), 46-51. https://doi.org/10.37832/akubis.v1i02.26
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