Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian pada Distro RPLAIN Kupang
DOI:
https://doi.org/10.30640/digital.v5i1.7684Keywords:
Distribution, Distro RPLAIN Kupang, Marketing Mix, Price, Purchase DecisionAbstract
This study aims to analyze the partial and simultaneous effects of the marketing mix consisting of product (X_1), price (X_2), place/distribution (X_3), and promotion (X_4) on consumer purchase decisions (Y) at Distro RPLAIN Kupang. This research employs a quantitative method with a descriptive quantitative approach. The study's population comprises the customers of Distro RPLAIN Kupang, with a sample size determined using the Slovin formula yielding 34 respondents. However, the actual data collected via a Likert-scale questionnaire and analyzed consisted of 31 respondents. The data analysis methods applied include instrument testing (validity and reliability tests), classical assumption testing (normality, multicollinearity, and heteroscedasticity tests), multiple linear regression analysis, and hypothesis testing (t-test and F-test). The partial test results (t-test) show that all four marketing mix variables (product, price, distribution, and promotion) have a positive and significant effect on consumer purchase decisions, as indicated by a significance value for each variable that is lower than 0.05. Among these variables, the product variable was found to have the most dominant influence on consumer purchase decisions. The simultaneous test results (F-test), with a significance value of 0.000 (< 0.05), prove that product, price, distribution, and promotion collectively have a significant effect on consumer purchase decisions at Distro RPLAIN Kupang.
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