PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO DUA NISA KECAMATAN MUARA KOMAM KABUPATEN PASER

Abstract

Fadli, 2022. Effect of Marketing Mix on Purchase Decisions at Dua Nisa Stores, Muara Komam District, Paser Regency. Under the guidance of Mrs. Danna Solihin (Advisor I) and Mrs. Nurfitriani (Advisor II).

The purpose of this study was to determine and analyze the effect of product, price, promotion, place and person on purchasing decisions at Dua Nisa Stores, Muara Komam District, Paser Regency.

This research is a descriptive type of research, namely research that describes related objects for general decision makers. The population in this study were all buyers who made purchases at the Dua Nisa Store. The number of buyers cannot be known because the shop owner does not record every purchase in the form of a note. The population of this study is not limited. The sample of this study was 60 buyers at the Dua Nisa Store, Paser Regency.

The results seen based on the results of the t test indicate that the product (X1) and price (X2), partially have a positive and significant effect on purchasing decisions at Dua Nisa Stores while Place (X3), Promotion (X4) and People (X5) partially affect Significantly negative on Purchase Decision (Y) at Dua Nisa Shop. X5), has a significant effect on the purchasing decision variable (Y) at the Dua Nisa Store