Published: 2020-08-30

Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Kasus pada Minyeuk Pret di Kota Banda Aceh)

DOI: 10.35870/jemsi.v6i2.338

RAHMI RAHMI, NELLY NELLY
  • RAHMI RAHMI: Universitas Serambi Mekkah ROR
  • NELLY NELLY: Universitas Serambi Mekkah ROR
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Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Kasus Pada Minyeuk Pret Di Kota Banda Aceh). Populasi dalam penelitian ini adalah konsumen yang menggunakan parfum beraroma khas daerah Aceh, yang berada di Kota Banda Aceh. Sampel dalam penelitian ini adalah 100 responden. Dalam menganalisis data untuk penelitian ini digunakan regresi linear berganda (Multiple Linear Regression). Hasil penelitiannya menunjukkan bahwa produk, harga dan promosi berpengaruh signifikan terhadap pengambilan keputusan pembelian Minyeuk Pret di Kota Banda Aceh, hal ini dibuktikan bahwa produk, harga dan promosi merupakan faktor yang mempengaruhi pengambilan keputusan pembelian sebesar 78,5% dan sisanya yaitu sebesar 21,5% dijelaskan oleh variabel lain diluar dari pada penelitian ini, misalnya citra merek,  perilaku konsumen dan lain-lain. Berdasarkan hasil analisis regresi linier berganda bahwa dari ketiga variabel yang diteliti, ternyata variabel promosi (X3) mempunyai pengaruh paling dominan terhadap pengambilan keputusan pembelian Minyeuk Pret di Kota Banda Aceh, dengan nilai koefisien sebesar 0,799, kemudian diikuti oleh variabel harga (X2) dengan nilai koefisien sebesar 0,394, dan diikuti oleh variabel produk (X1) dengan nilai koefisien sebesar 0,143.

Keywords

Marketing Mix; Keputusan Pembelian

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How to Cite

RAHMI, R., & NELLY, N. (2020). Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Kasus pada Minyeuk Pret di Kota Banda Aceh). JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 6(2), 52-58. https://doi.org/10.35870/jemsi.v6i2.338
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 6 No. 2 (2020)

  • Section: Articles

  • Published: 2020-08-30

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Author Biographies
RAHMI RAHMI, Universitas Serambi Mekkah
Google Scholar ResearchGate ORCID
Program Studi Manajemen, Fakultas Ekonomi, Universitas Serambi Mekkah, Jalan Batoh, Lueng Bata, Kota Banda Aceh, Provinsi Aceh, Indonesia
NELLY NELLY, Universitas Serambi Mekkah
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Program Studi Manajemen, Fakultas Ekonomi, Universitas Serambi Mekkah, Jalan Batoh, Lueng Bata, Kota Banda Aceh, Provinsi Aceh, Indonesia
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