Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelian Konsumen Pada PT. Halal Network Internasional (Studi Kasus Masyarakat Desa Harapan Makmur Selatan)

Izzaty, Wildan and Imsar, Imsar (2022) Pengaruh Marketing Mix (7P) Terhadap Keputusan Pembelian Konsumen Pada PT. Halal Network Internasional (Studi Kasus Masyarakat Desa Harapan Makmur Selatan). Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas SAM Ratulangi (JMBI UNSRAT), 9 (3). pp. 1558-1573. ISSN 2621-2331

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Abstract

This study aims to determine the effect of marketing mix on consumer purchasing decisions at PT. Halal Network International. This study uses a quantitative approach. The total population is 1,225 respondents with a tolerance limit of 10% which is calculated using the slovin formula, so a total sample of 100 respondents is obtained, with the sample collection technique using random sampling. Data collection was carried out by providing a list of questions to respondents, namely the Harapan Makmur Selatan Village Community. The analysis technique in this study uses multiple linear regression analysis techniques. The variables in this study consist of the independent variable, namely the marketing mix (7P), and the dependent variable, namely the purchase decision. The results showed that the variable product, price, place, promotion, physical evidence, and process partially had a significant positive effect on consumer purchasing decisions, but the people variable partially had no significant effect on consumer purchasing decisions. The results of the study simultaneously showed that product, price, place, promotion, people, physical evidence, and process have a significant positive effect on consumer purchasing decisions.

Jenis Item:	Artikel
Uncontrolled Keywords:	Product, Price, Place, Promotion, Physical Evidance, People, Process, Purchasing Decision
Subjects:	600 Technology (Applied sciences) > 650 Management and auxiliary services > 658 General management
Divisions:	Artikel (Jurnal, Koran, Majalah)
Pengguna yang mendeposit:	Mrs. Nur Fauziah Utami
Date Deposited:	09 Dec 2023 10:57
Last Modified:	09 Dec 2023 10:57
URI:	http://repository.uinsu.ac.id/id/eprint/21280

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