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Pengaruh Bauran Pemasaran Terhadap Keputusanpembelian Cairan Pencuci Piring Mama Lemon Di Kecamatan Indralaya Utara Ogan Ilir

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  • , Deviyana

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran secara bersama-sama terhadap keputusan pembelian cairan pencuci piring Mama Lemon di Kecamatan Indralaya Utara Ogan Ilir dan untuk mengetahui pengaruh bauran pemasaran secara parsial terhadap keputusan pembelian cairan pencuci piring Mama Lemon di Kecamatan Indralaya Utara Ogan Ilir. Teknik pengambilan sampel menggunakan metode teknik simple random samplingdengan jumlah sampel sebanyak 96 responden. Data yang digunakan adalah data primer, kemudian pengumpulan data melalui kuisioner. Analisis data yang digunakan adalah kualitatif yang di kuantitatifkan. Teknik analisis yang digunakan adalah analisis regresi linier berganda , Uji F, Uji t dan koefisien determinasi (R) dengan tingkat signifikansi 10%. Hasil penelitian menunjukkan bahwa adanya pengaruh bauran pemasaran secara bersama-sama terhadap keputusan pembelian dengan nilai F 56,620 > F 2,01. Sedangkan secara parsial Produk (X1) berpengaruh signifikan terhadap keputusan pembelian dengan nilai t tabel hitung sebesar 5,349 > nilai t sebesar 1,661. Harga (X2) tidak ada pengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 0,215 < nilai t tabel sebesar 1,661. Distribusi (X3) berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 3,565 > nilai t tabel sebesar 1,661. Promosi (X4) berpengaruh signifikan terhadap keputusan pembelian dengan nilai t hitung sebesar 1,675 > nilai t tabel sebesar 1,661.

Suggested Citation

  • , Deviyana, 2021. "Pengaruh Bauran Pemasaran Terhadap Keputusanpembelian Cairan Pencuci Piring Mama Lemon Di Kecamatan Indralaya Utara Ogan Ilir," OSF Preprints 49gvx, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:49gvx
    DOI: 10.31219/osf.io/49gvx
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