Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Di Rocket Chicken Dringu Kabupaten Probolinggo

  • Indah Dwi Oktavia Universitas Panca Marga
  • Ngatimun Ngatimun Universitas Panca Marga
  • Dedi Joko Hermawan Universitas Panca Marga
Keywords: Marketing Mix, Purchase Decision

Abstract

This research was conducted on Rocket Chicken Dringu, Probolinggo Regency with the aim of knowing the effect of the marketing mix on consumer purchasing decisions at Rocket Chicken Dringu, Probolinggo Regency. The type of research used is quantitative research. The population is all consumers who come to buy products at Rocket Chicken Dringu, Probolinggo Regency and the sample is taken using a non-probability sampling technique through internal sampling (accidental sampling), as many as 50 respondents. Data collection methods used in this study were observation, questionnaires and documentation which were distributed to respondents. Methods of data analysis from research results, namely quantitative methods in the form of validity and reliability tests as well as testing hypotheses with multiple linear regression analysis, determination tests and partial tests, simultaneous and dominant tests using SPSS Version 23.0. The results showed that the Product, Price, Distribution Channel, and Promotion Variables simultaneously or jointly and partially had a significant effect on the dependent variable, namely the Purchase Decision of Rocket Chicken Dringu Products. And Promotion has the most dominant influence on purchasing decisions compared to other variables.

References

Buchori, Alma. (2020). Manajemen Pemasaran Dan Pemasaran Jasa (Ketujuh). Bandung: Alfabeta.
Chotimah, Nur., Edita, Regina., & Syahrun, Muhammad. (2021). Pengaruh Produk terhadap Keputusan Pembelian Kain Tenun Ikat Sikka. Jurnal Ekonomi Dan Bisnis, 4(2), 582–588. https://doi.org/10.37600/ekbi.v4i2.328
Erawaty, Pungky. (2017). Analisis Bauran Pemasaran Terhadap Keputusan Pembelian Bakso Sehat Bakso Atom. Skripsi Universitas Islam Negeri Syarif Hidayatullah Jakarta, 11–37.
Fernos, Jhon., & Ayadi, Ahmad Syarif (2023). Pengaruh Bauran Pemasaran Terhadap Minat Beli Konsumen Pada Toko Donat Madu Lapai. Jurnal Valuasi: Jurnal Ilmiah Ilmu Manajemen Dan Kewirausahaan, 3(2), 593–604. https://doi.org/10.46306/vls.v3i2
Hanifaradiz, Aliefia., & Satrio, Budhi. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sabun Mandi Lifebuoy di Surabaya. Ilmu Riset Dan Manajemen, 5(6), 1–17.
Herlambang, Susatyo. (2014). Basic Marketing (Dasar Dasar Pemasaran) Cara Mudah Memahami Ilmu Pemasaran (Pertama). Yogyakarta: Gosyen Publishing.
Indrasari, Meithiana. (2019). Pemasaran & Kepuasaan Pelanggan (Pertama). Surabaya: Unitomo Press.
Ismanto, Widodo., Munzir, T., Rona, Tanjung., Lestari, Liniyati., & Ashari, Erwni. (2022). The Influence Of Marketing Mix On Purchase Decision Pada persaingan bisnis yang ketat ini , perusahaan harus bisa bersaing dan memenangkan persaingan. Dimensi, 11(1), 200–210.
Pertiwi, Marina. Intan., Yulianto, Edy., & Sunarti. (2016). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian (Survei pada Konsumen Baker’s King Donuts & Coffee di MX Mall Malang). Jurnal Administrasi Bisnis (JAB), 37(1), 179–186.
Puryono, & Yuniati, Tri. (2014). Pengaruh Marketing Mix Terhadap Keputusan Pemeblian Pada UD. Glagah Wangi Di Magetan. Jurnal Ilmu & Riset Manajemen, 3(11), 1–15.
Sudaryono. (2015). Pengantar bisnis teori & Contoh Kasus (Pertama). Yogyakarta: C. V Andi Offset.
Sugiyono. (2018). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. ALFABETA.
Sujarweni, V. (2019). Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta.
Sujarweni, V. (2021). Metodologi Penelitian Bisnis & Ekonomi. Yogyakarta: PustakaBaruPress.
Susilo, M. Ajis., Ikhwan, Syariefful., & Riono, Slamet. Bambang. (2022). Pengaruh Saluran Distribusi Dan Harga Terhadap Keputusan Pembelian Produk Air Cleo. GEMILANG: Jurnal Manajemen Dan Akuntansi, 2(3), 102–114. https://doi.org/10.56910/gemilang.v2i3.115
Wangarry, Calvin. L., Tumbel, Altje., & Karuntu, Merlyn. M. (2018). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Sepeda Motor Honda Di PT. Hasjrat Abadi Ronatana. Jurnal EMBA, 6(4), 2058–2067. Retrieved from https://ejournal.unsrat.ac.id/v3/index.php/emba/article/view/20935
Watae, Reynaldo. Henry., Worang, Frederik. G., & Soepeno, Djurwati. (2017). Pengaruh Faktor-Faktor Bauran Pemasaran Terhadap Keputusan Pembelian Pada Rumah Kopi Billy Samrat Di Manado. Jurnal EMBA, 5(3), 424–425.
Yamini, Era. Agustina. (2022). Pengaruh Bauran Pemasaran Pada Keputusan Pembelian Spontan. ULIL ALBAB: Jurnal Ilmiah Multidisiplin, 1(4), 882–888. Retrieved from http://ulilalbabinstitute.com/index.php/JIM/article/view/137
Published
2023-12-28
How to Cite
Oktavia, I., Ngatimun, N., & Hermawan, D. (2023). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Di Rocket Chicken Dringu Kabupaten Probolinggo. JUMAD : Journal Management, Accounting, & Digital Business, 1(6), 851-860. https://doi.org/10.51747/jumad.v1i6.1506

Most read articles by the same author(s)

Obs.: This plugin requires at least one statistics/report plugin to be enabled. If your statistics plugins provide more than one metric then please also select a main metric on the admin's site settings page and/or on the journal manager's settings pages.