Dewayanti, Tri (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Pada Rocket Chicken Di Sorek. Other thesis, Universitas Islam Riau.

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Abstract

The purpose of this study was to determine and analyze the effect of the marketing mix (product, price, location and promotion) on consumer purchasing decisions at Rocket Chicken in Sorek. The population in this study are consumers who have bought food and drinks at Rocket Chicken. The sampling technique in this study used Incidental Sampling in which the determined sample met at the research location using the Lemeshow formula, totaling 100 people. Data collection techniques in this study used questionnaires and documentation. The data analysis technique in this study used SPSS 26 and was assisted by descriptive analysis. The results of this study explain that the marketing mix (product, price, location and promotion) partially and simultaneously has a positive effect on consumer purchasing decisions at Rocket Chicken in Sorek.

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