PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Minimarket dengan Brand Kampus di Kabupaten Banyumas)

WIDYASTUTI, ANI NOR (2020) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN (Studi pada Konsumen Minimarket dengan Brand Kampus di Kabupaten Banyumas). Masters thesis, Universitas Muhammadiyah Purwokerto.

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Abstract

This research is important to do to contribute to the minimarket with campus brands, which live and thrive in the campus environment, to better understand the marketing mix factors that influence purchasing decisions. The campus is expected to provide a special image for consumers. This research discusses the marketing mix factors on consumer purchasing decisions in minimarkets with campus brands in Banyumas Regency, namely Boersa Kampus (Unsoed), Top Campus (Unsoed, UMP), Kopkun Swalayan (Unsoed), Indo Kampus (STAIN), and UeMPe Mart (UMP). The factors used are product, price, promotion, service, and place/location. The sample used amounted to 100 respondents who are consumers with more than 17 years of age. Sampling using non-probability with a purposive sampling technique and test data analysis using multiple linear regression. Adjusted R-square value indicates the dependent variable is influenced by the independent variable by 54.3%. The results showed that the product, price, promotion, service, and place/location variables determine simultaneously the purchase decision. Partially, product and place/location variables determine positively and significantly towards purchasing decisions, while price, promotion, and service variables have no effect towards purchase decisions. Future research can be carried out using campus brand as a mediating variable.

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