ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN MEJA KONSOL DARI AKAR JARI DI KECAMATAN JIKEN KABUPATEN BLORA

Abstract

ABSTRACT : This study aims to determine the effect of product, price, promotion, and place variables simultaneously and partially, as well as to determine the marketing mix variable which has a dominant influence on the decision to purchase a console table in Jiken District, Blora Regency. The basic method of this research is descriptive analytical method. The research was conducted at UD. Tunggak Semi and UD. Tini, Jiken District, Blora Regency. The method of determining the sample using purposive sampling with a sample size of 44 respondents. The data analysis method is multiple linear regression. The results of this study indicate that simultaneously the product variable, price variable, promotion variable and place variable have an effect on purchasing decisions. Variables product, price, promotion, and place partially influence purchasing decisions. The variable that has the most dominant influence on purchasing decisions is the place variable.

Keywords: Marketing Mix, Console Table, Purchasing Decisions