Putri, Zahra Kurnia (2025) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Di Perusahaan Dahua Technology Co., Ltd Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study is to find out and analyze the influence of the marketing mix (product, price, location, and promotion) on the purchase decision of Dahua Technology Pekanbaru. The population in this study is all consumers who buy Dahua Technology products in Pekanbaru, the sample determination is carried out by the Purposive Sampling method through the NonProbability Sampling technique. Therefore, the sample used in this study is as many as 100 consumers. The data collection technique in this study uses a questionnaire. The data analysis used in this study is descriptive analysis and multi-stranded linear regression analysis. The results showed that partially the product variables (X1), price (X2), and promotion (X4) had a significant influence on the purchase decision of Dahua Technology Pekanbaru products, while the location variable (X3) had no effect. The magnitude of the influence of the marketing mix (product, price, location, and promotion) on this purchase decision is with an R Square value of 79.7%.

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