ANALISIS PENGARUH MARKETING MIX (PRODUCT, PRICE, PLACE, PROMOTION) TERHADAP KEPUTUSAN PEMBELIAN FREMILT THAI TEA DI KOTA SURAKARTA

Abstract

Abstract : This study aims to determine the effect of the marketing mix variable consisting of product, price, place, and promotion simultaneously and individually on the purchasing decision of Fremilt thai tea in Surakarta. The basic method of this research is descriptive with a quantitative approach. The research location was chosen purposively, namely at 11 Fremilt outlets in Surakarta. The method of determining the sample is purposive sampling, with 100 respondents consisting of 50 online respondents and 50 offline respondents. This study uses a Likert scale which is transformed into interval data. The data analysis method used is multiple linear regression analysis using SPSS 22. The results of this study indicate that the product, price, place, and location simultaneously have a significant effect on purchasing decisions for Fremilt thai tea in Surakarta. The individual product, price, and promotion have a significant effect, while the individual place has no significant effect on purchasing decisions for Fremilt thai tea in Surakarta. The most dominant variable on the purchasing decision of Fremilt thai tea in Surakarta is the product variable.

Keywords : Marketing Mix, Fremilt, Purchase decision