Pengaruh Marketing Mix terhadap Keputusan Pembelian Jamu Herbal Bio7 Di Lumajang

Abstract

Marketing is the spearhead for every company, to stay afloat the company must have a special strategy in marketing its products. Companies must know the factors that can affect consumers in making product purchasing decisions. One of the efforts that can be done by the company in marketing its product is by using marketing mix strategy to influence the trading channel and also the final consumer of the company. The purpose of this research is to know the influence of Marketing Mix (product, price, promotion and distribution channel) partially or simultaneously significant to purchase decision of Bio7 Herbal medicine in Lumajang. Respondents numbered 50 people who made the purchase of Bio7 products. By using multiple linear regression analysis, the result of the research shows that partially from Marketing Mix variables which include product, price, promotion and distribution channel only promotion that influence to purchase decision of Bio7 Herbal medicine in Lumajang. While the simultaneous Marketing Mix variables that include products, prices, promotions and distribution channels show all variables affect simultaneously. With the value of determination coefficient 39.3% purchase decision can be explained by independent variable that is product, price, promotion and distribution channel while the rest is 60.7% purchasing decision influenced by other variables not examined in this research.