PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK OLAHAN AYAM DI RUMAH MAKAN AYAM THOR

Abstract

The purpose of this study was to determine the effect of product, price, promotion, and distribution channels both partially and simultaneously on the consumer's decision to buy processed chicken products at Thor Chicken Restaurant Samarinda.

The population in this study are consumers who buy and know processed chicken products at Thor Samarinda Chicken Restaurant with an unknown number of customers, so the sample based on regression analysis with 4 independent variables requires a sample adequacy of 50 samples. Focusing on the dependent variable of the purchase decision and the independent variables namely product, price, promotion and distribution channels. Data analysis using multiple linear regression.

Based on the research results, the product has a positive and insignificant effect on consumer purchasing decisions (t_count value (1.291) < t_table (2.014) at α = 0.05 and a significance value of 0.203 > α = 0.05). Based on the research results, price has a positive and insignificant effect on consumer purchasing decisions (t_count value (0.480) < t_table (2.014) at α = 0.05 and a significance value of 0.634 > α = 0.05). Based on the research results, promotion has a positive and insignificant effect on consumer purchasing decisions (t_count value (1.564) < t_table (2.014) at α = 0.05 and a significance value of 0.125 > α = 0.05). Based on the research results, the distribution channel has a positive and significant effect on consumer purchasing decisions (t_count value (4.206) > t_table (2.014) at α = 0.05 and a significance value of 0.000 <α = 0.05). Products, prices, promotions, and distribution channels simultaneously influence consumer buying interest in Tiga Putri Kaltim rice in Tenggarong (Significant value 0.001 <α = 0.05 and F_count (34.155) > F_table (2.580) at α = 0.05) .