PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA PT. INTI CAKRAWALA CITRA (INDOGROSIR) DI SAMARINDA

Abstract

Melisa, The Effect of Marketing Mix on Purchasing Decisions at PT. Inti Cakrawala Citra (Indogrosir) In Samarinda, under the guidance of Ms. Eka Yudhyani as supervisor I and Mrs. Nurfitriani as supervisor II.

The aim of this research is to find out and analyze the effect of product, price, promotion, and place together (simultaneously) on purchasing decisions at PT. Inti Cakrawala Citra (Indogrosir) in Samarinda.

The population in this study are consumers from PT. Inti Cakrawala Citra (Indogrosir) in Samarinda. From the results of the pre-survey conducted by researchers, it is known that the number of regular customers of PT. The core of Cakrawala Citra (Indogrosir) in Samarinda is unknown. In this study there are 4 independent variables, so the research sample is consumers who shop at PT. Inti Cakrawala Citra (Indogrosir) in Samarinda has a total of 100 people with more than one purchase using member data.

Based on the results of product research, there is no significant and positive effect on consumer purchasing decisions at PT. Core Horizon Image (Indogrosir) in Samarinda (significant value 0.127 > a = 0.05 and tcount (1.538) < ttable (2.625) at a = 0.05). Based on the research results, prices have a significant and positive effect on consumer purchasing decisions at PT. Cakrawala Citra Core (Indogrosir) in Samarinda (significant value 0.000 <a = 0.05 and tcount (4.339) > ttable (2.625) at a = 0.05). Based on the research results, promotion has a significant and positive effect on consumer purchasing decisions at PT. Core Horizon Image (Indogrosir) in Samarinda (significant value 0.000 <a = 0.05 and tcount (4.435) > ttable (2.625) at a=0.05). Based on the results of research where there is no significant and positive effect on consumer purchasing decisions at PT. Cakrawala Citra Core (Indogrosir) in Samarinda (significant value 0.369 > a = 0.05 and tcount (0.903) < ttable (2.625) at a=0.05). Based on the results of product research, price, promotion, and place influence simultaneously or jointly on consumer purchasing decisions of PT. Cakrawala Citra Core (Indogrosir) in Samarinda (significance value 0.000 <0.05 and Fcount (38.875) > Ftable (2.31) at a = 0.05).