PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SUPLEMEN SANGOBION PADA APOTEK SUMBER SEHAT JAKARTA SAMARINDA

Abstract

This study aims to determine the effect of the marketing mix consisting of products, prices, places / distribution and promotion of the decision to purchase sangobion supplements at Sumber Sehat Jakarta Samarinda Pharmacy.

            The basic theory used in this research is Marketing Management, Marketing Mix and Purchasing Decisions. Object of research was conducted at the Sumber Sehat Jakarta Samarinda Pharmacy, the population in this study is unknown by the number of samples obtained as many as 75 respondent and using the non probability sampling method with purposive sampling technique.

Data collection is done by distributing questionnaires online from Google Forms by using a Likert scale to measure each indicator of the questionnaire statement. The analytical tool used is the Multiple Linear Regression.

The results of the study stated that the t test, namely the product and place / distribution variables produced a t_count greater than t_table with a significance value below 0.05, thus the product and place / distribution variables of the hypothesis were accepted. Whereas the price and promotion variables produce t_count smaller than t_table with a significance value above 0.05, thus the hypothesis in the study is rejected. In the f test that is the marketing mix variable consisting of product, price, place / distribution and promotion produces a value of f_count greater than f_tabel with a significance below 0.05, thus the hypothesis in the study is accepted.