PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN NASI KUNING MELATI PINRANG DI SAMARINDA

Abstract

The objectives of this research are: 1). To find out and analyze the effect of the product on the purchasing decision of yellow rice. 2). To find out and analyze the effect of price on purchasing decisions of yellow rice. 3). To find out and analyze the influence of location on the purchasing decision of yellow rice. 4). To find out and analyze the effect of promotion on the purchasing decision of yellow rice. 5). To find out and analyze the effect of product, price, location, promotion together on yellow rice purchasing decisions.

This research was conducted in Samarinda. Samples were taken as many as 100 respondents with the Non Probability Sampling technique Incidental Sampling Collecting data by distributing questionnaires with a Likert scale to measure each indicator. The analysis tool in this study uses multiple linear regression analysis using SPSS program tools.

The results showed that 1). Product variables has no significant effect on purchasing decisions, 2). The price variable has no significant effect on purchasing decisions, 3). Location variable has no significant effect on purchasing decisions, 4). The promotion variable has a significant significant effect on purchasing decisions. 5). Product, price, location, promotion variables together have a significant effect on purchasing decisions