Pengaruh Bauran Pemasaran Islam Terhadap Keputusan Pembelian Konsumen Pada Koperasi Syariah 212 Mart Kota Pekanbaru

Deslianti, Mezza (2020) Pengaruh Bauran Pemasaran Islam Terhadap Keputusan Pembelian Konsumen Pada Koperasi Syariah 212 Mart Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research was motivated by appearing modern retail market and this phenomenon made Islamic finance institution also appear as Syariah cooperatives. The purpose in this research was to know the influence of marketing mix including product, price, place, promotion, human, process, evidence, promise and patience, simultaneously and partially on consumer purchasing decision in 212 Syariah cooperatives mart, Pekanbaru City. This research was descriptive with quantitative approach. Analysis method or data testing tool used SPSS version 25.0. research model used causality. The population in this research were 2003 persons consumers and costumers of 212 Syariah cooperatives mart, Pekanbaru city. The sampling technique used accidental sampling, and there were 95 persons obtained as samples. Data collection technique used in this research was questionnaire. Data analysis method used multiple regression analysis. The test of validity was measured by comparing correlation value (pearson correlation) with r table, after doing computation, the result of validity test from statements items which measured product, price, place, promotion, human, process, evidence, promise and patience gave positive contribution on purchasing decision categorized as valid. Therefore, every computation item proposed to respondents as valid or the answer from respondents create a measurable statement. Reliability test used crombach alpha method, after doing data computation, the result of reliability test from statement items wich measured the condition of product, price, place, promotion, human, process, evidence, promise and patience gave positive influence on purchasing decision classified as reliable because the items in every variable had alpha reliability coefficient value more than 0.6. research findings by using F test showed independent variable; Islamic Marketing Mix (product, price, place, promotion, human, process, evidence, promise and patience) simultaneously gave positive influence and significant on purchasing decision (Y), it could be seen from F computation value 96,419> F table 1.990 with sig 0.000>0.05. the result of t test computation where product variable got the result t computation 3.184 and it could be explained that product variable was the most dominant variable influencing dependent variable; purchasing decision (Y). correlation coefficient between independent variable and dependent variable could be seen in R score 0.954 or about 95.4%. so, it could be concluded that there was strong correlation from variables Islamic Marketing Mix on Purchasing Decision (Y). Meanwhile, determination coefficient known that adjusted R square score 0.901 that meant independent variable contribution on dependent variable 90.1% as categorized strong and others 9.9% influenced by others variables that did not followed in this research.

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