PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TAS ANJAT CITRA NIAGA PADA TOKO RAJA BAGUS DI SAMARINDA

Abstract

This study aims to determine and analyze the influence of marketing mix on the purchase decision of Anjat bags in citra niaga at raja bagus stores in Samarinda. The theoretical basis used in this study includes product marketing mix, price, location and promotion of purchasing decisions.

    This study was conducted on Samarinda consumers who used Anjat bags, the population of this study used unknown population categories and samples were taken as many as 100 respondents with Non Probability Sampling with sampling techniques using incidental sampling. Data collection is carried out by distributing questionnaires from google form using linkert scales to measure each indicator. The analysis tool used in this study is multiple linear regression using the SPSS statistical program version 25.

The results of this study show that 1) The product has a positive and significant effect on the purchase decision of Anjat Citra Niaga Bags at the Raja Bagus store in Samarinda. This means that the better the products offered, the better the decision to purchase Anjat Bag products in Samarinda. 2) Price has a negative and insignificant effect on the purchase decision of Tas Anjat Citra Niaga at Raja Bagus Store in Samarinda. This means that price does not affect the purchase decision in buying Anjat Bag products in Samarinda.3) Location has a positive and significant effect on the purchase decision of Citra Niaga Anjat Bag in Samarinda. This means that location affects purchasing decisions in buying Anjat Bag products in Samarinda. 4) Promotion has a positive and significant effect on the purchase decision of Anjat Citra Niaga Bag at Raja Bagus Store in Samarinda. This means that the better the promotion given, the better the decision to purchase Anjat Bag products in Samarinda. 5) Marketing Mix consisting of Product, Price, Location, and Promotion has a positive and significant effect together on the purchase decision of Anjat Citra Niaga Bag at Raja Bagus Store in Samarinda. This means that if the products, prices, locations and promotions offered by Toko Raja Bagus increase, then purchasing decisions at Toko Raja Bagus in Samarinda will also increase.