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Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Studi Kasus UMKM Kabupaten Bengkalis-Riau

Author

Listed:
  • Zainuri, Muhammad

    (Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu, Indonesia)

  • Pristiyono, Pristiyono

    (Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu, Indonesia)

  • Halim, Abd.

    (Fakultas Ekonomi dan Bisnis Universitas Labuhanbatu, Indonesia)

Abstract

Dari hasil analisis dan pembahasan dapat disimpulkan bahwa penelitian ini merupakan penelitian replika yang menggunakan variabel bauran pemasaran (produk, price, promotion dan place) sebagai variabel independen dan dapat mempengaruhi keputusan pembelian pada Usaha Mikro, Kecil dan Menengah (UMKM) Kabupaten Bengkalis-Riau. Hasil penelitian ini juga berhasil membuktikan bahwa meski jenis Usaha Mikro, Kecil dan Menengah (UMKM) tetapi implementasi konsep bauran pemasaran dapat diwujudkan dan cocok untuk siapapun yang menjalankan usahanya.

Suggested Citation

  • Zainuri, Muhammad & Pristiyono, Pristiyono & Halim, Abd., 2024. "Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Studi Kasus UMKM Kabupaten Bengkalis-Riau," Jurnal Bisnis Mahasiswa, Aksara Indo Rajawali, vol. 4(4), pages 497-504, October.
    • Handle: RePEc:ris:jbmaha:0009
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    More about this item

    Keywords

    Strategi Pemasaran; Keunggulan Bersaing; Keputusan Pembelian; UMKM;
    All these keywords.

    JEL classification:

    • L26 - Industrial Organization - - Firm Objectives, Organization, and Behavior - - - Entrepreneurship
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O16 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Financial Markets; Saving and Capital Investment; Corporate Finance and Governance
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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