Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Air Mineral Ajwa Di 212 Mart Nigata Plaju Palembang

Cica Satria, Sri Rahayu

Abstract


ABSTRACT

Purpose - This study aims to was to find out the offect of marketing mix (product, price, distribution and promotion) on buying decision of Ajwa mineral water at 212 Mart Nigata Plaju Palembang.

Design/methodology - This research included associative research that connected two or more variables, namely the independent variable (product, price, distribution and promotion) and dependent variable (Buying Decision). The population in this study were consumers 212 Mart Nigata Plaju Palembang. The sampling technique was the accidental sampling technique. The number of samples taken 100 respondents. The data used primary data while the method of data collection used the questionnaire method. The analysis technique used multiple linier regression, f test and t test

Findings – The results of the f test simultaneously showed that there was an effect of marketing mix (product, price, distribution and promotion) on buying decision of Ajwa mineral water at 212 Mart Nigata Plaju Palembang. The results of the t test one by one/partial showed that there was the effect of marketing mix (product, price, distribution and promotion) on buying decision of Ajwa mineral water at 212 Mart Nigata Plaju Palembang

Keywords


Marketing Mix, Buying Descision

References


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DOI: https://doi.org/10.32502/mti.v4i1.2082

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