Pengaruh Strategi Pemasaran Terhadap Keputusan Pembelian Pada Rumah Makan Wakul Bu Tjipto

Abstract

A company in a business must surely have the right marketing strategy in attracting consumers to decide to buy somewhere we run. One factor that can influence purchasing decisions towards consumers is that it can be achieved by looking at products, prices, locations, promotions. This discovery then led to this research in providing empirical evidence related to the influence of product variables, prices, locations, promotion against the purchase decisions at Mrs. Tjipto's Executive House, either partially or simultaneously. The research method used is simple random sampling, the analytical model used is a double-linear regression analysis. Research results show that partially product and location variables are not significantly affected by purchasing decisions, while price, promotion variables are found to be significantly affected by purchasing decisions. Simultaneously product variables, prices, locations, promotions have a significant influence on purchasing decisions. Whereas the R Square value on this study is 28.4% indicating that product contributions, prices, locations, promotion against purchasing decisions are 28.4%, while the remaining 71.6% are influenced by other variables not included in this study.