Bauran Pemasaran dan Pengaruhnya Terhadap Keputusan Pembelian pada Toko Bintang Cell di Yos Sudarso Lumajang

Abstract

With the advencement of smart stores, competition in this industry is becoming increasingly fierce. Therefore, shops are required to be more responsive in attracting consumer interest at a higher speed. This research was conducted to investigate the 4p marketing mix which includes product, price, location and promotion. A total of 38 respondents became the sample in this study. Sampling was carried out by non-probability sampling method using saturated sampling techniques, data is collection throug questionnaires distributed to consumers. Data analysis analysis was performed using multiple linear regression analysis with thw t test. The results showed that product and promotion variables had a significant effect while price and location had no significant effect on purchasing decision. In addition, of the four variables, promotion has the most significant effect. Recommended for the Bintang Cell Store in Yos Sudarso is to pay more attention to price and location variables in order to improve purchasing decisions at that store.