Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Di Rumah Batik Andalan Kabupaten Pelalawan

Shintia, Arin (2021) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Di Rumah Batik Andalan Kabupaten Pelalawan. Other thesis, Universitas Islam Riau.

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Abstract

The research conducted by the author aims to see the effect of the marketing mix on purchasing decisions at Rumah Batik Andalan, Pelalawan Regency. The indicators of the marketing mix used are product, price, distribution and promotion. While the purchasing decision indicators used are pre-purchase stage, consumption stage and post-purchase evaluation stage. This study uses a quantitative approach whose survey was conducted on batik consumers at Rumah Batik Andalan. The population in this study is the consumer of Rumah Batik Andalan with a sample determination of 100 respondents, using accidental sampling technique. Data collection method used by distributing questionnaires and using simple regression analysis with the application spss 25.0 for windows. The results of this study indicate that the marketing mix has a significant effect on purchasing decisions at Rumah Batik Andalan. the indicator of the product has the highest influence, it can be seen that the batik products at Rumah Batik Andalan, Pelalawan Regency offered are unique or different, and the batik products owned by Rumah Batik Andalan also have various types of interesting motifs.

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