ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN RAUDHAH CHICKEN DI JALAN DURIAN PEKANBARU
Abstract: This study aims to
Analyze the marketing mix that influences consumer purchasing decisions Raudhah
Chicken, Analyzing the relationship between the marketing mix of consumer
purchasing decisions Raudhah Chicken. This research using purposive sampling
method with the respondents of the study amounted to 90 respondents who have
aged> 17 years, shop at Raudhah Chicken more than 1 times. The data were analyzed
using Likert scale, validity test, reliability test and Cartesian
diagram,Spearman rank correlation analysis.The results showed that of the five
marketing mix variables, all of which are in the category of
"influential". Correlation analysis of rank spearman that show
relationship between marketing mix to consumer decision is positive and strong
and significant (x = 0,01).Marketing mixed positive correlation coefficient
(+), meaning the relationship of marketing mix with consumer decisions is the
same direction so if the marketing mix is increased then consumer decisions
will also increase.It is advisable For the Raudhah Chicken party to improve the
mix of market such as: product, price, place, promotion,service and increase
sales of chicken Raudhah so that consumrs will continue to shop and do not
switch to another.
Penulis: Debora Putri,
Yusmini, Eliza
Kode Jurnal: jppertaniandd170163