PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PAKAIAN DI TOKO HARAPAN BARU SAMARINDA

Abstract

The success of the business depends on the management's ability to use marketing strategies. One of the marketing strategies used is the marketing mix. The purpose of this research is to find out whether the marketing mix has an effect on the decision to buy clothes at Harapan Baru Store Samarinda.

The theory used in this study is marketing management, the 4p marketing mix, product, price, place, promotion and purchasing decisions.

The method used in this study is a quantitative method, the population in this study are customers who have shopped at Harapan Baru Store Samarinda, the sampling technique is accidental sampling, namely 97 samples, the analytical tool used is data instrument test, classical assumption test, analysis multiple regression, partial test and simultaneous test.

The results showed that the results of the t test for product and location variables had a positive and significant effect on purchasing decisions, while the price variable had a negative but not significant effect and the promotion variable had a positive but not significant effect, the F test results showed that product, price, location and promotion variables were together - equally positive and significant effect on purchasing decisions.