PENGARUH PERSEPSI BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUSU CAIR DALAM KEMASAN DI KOTA MADIUN

Abstract

ABSTRACT: This research aimed to analyze the influence of consumer perceptions related to the marketing mix simultaneously and partially towards purchasing decision of liquid milk packaging products in Madiun; and analyze  the most influential variable. The basic method used was descriptive method. The research area was determined by purposive sampling, whereas the research location is determined by disproportionate stratified sampling. Sampling of respondents was done by accidental sampling. The type of data used were  primary and secondary data. Techniques the data analysis applied was multiple linear regression. The value of R² equal to 0.409 means that 40.9% of purchase decision can be explained by consumer perceptions related to the marketing mix. The result of this research shows that consumer perception towards the marketing mix simultaneously have influence towards purchasing decision. Partially, consumer perception to product, consumer perception to price, and consumer perception to promotion respectively have influence towards purchasing decision, whereas consumer perception to place has no influence. The most influential variable was consumer perception to promotion.