Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pondok Ikan Bakar Babusalam) Di Pasir Pengaraian Rokan Hulu

Gunawan, Sahrul (2022) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pondok Ikan Bakar Babusalam) Di Pasir Pengaraian Rokan Hulu. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine and analyze the influence of the influence of the marketing mix consisting of product, price, place and promotion on consumer purchasing decisions at Babussalam grilled fish huts in Pasir Pangaraian. The research method used is descriptive and quantitative methods. To find out and analyze the effect of independent variables on the dependent variable, linear regression equations, coefficient of determination, and partial hypothesis testing were used. The research sample amounted to 100 people with convenience sampling method. The results showed that partially. Product, Price, Place variables have a significant effect on consumer purchasing decisions for Babusalam grilled fish huts. Promotion variable has no significant effect on consumer purchasing decisions of Babusalam grilled fish huts. Based on the results of the coefficient of determination, the results obtained are 0.878. This shows that product, price, place and promotion variables have an effect of 87.8% on purchasing decisions.

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