PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA INA COOKIES BANDUNG)
ABSTRACT: This research is
motivated by the problems related to the marketing mix Ina Cookies. Those problems
based on the results of the initial interview is indicative of consumer
complaints related to marketing mix consisting of product, price, place and
promotion. This study aims todetermine the effect of marketing mix consisting
of product, price, place and promotion on purchase decisions.The method used is
quantitative method with descriptive research andcausal. Source data using
primary and secondary data, sampling techniques using NonProbability sampling
with incidental sampling with the number of respondents as many as 400 people.
Data were analyzed using descriptive analysis and multiple linear regression analysis.The
results showed that the mix of marketing and consumer purchase decisions on Ina
Cookies included in either category. The marketing mix consists of product,
price, place and promotion simultaneously or partially positive and significant
impact on purchasing decisions.
Keywords: Ina Cookies,
Marketing Mix, Purchase Decision, Multiple Linear Regression
Penulis: Fiera Aryati
Natakusumah, Ai Lili Yuliati
Kode Jurnal: jpmanajemendd161223
