Pengaruh Bauran Pemasaran dan Lingkungan Terhadap Keputusan Pembelian Produk Yakult Di Lumajang

Abstract

The purpose of this study was to determine and analyze the influence of the marketing mix and the environment on purchasing decisions for Yakult beverage products in Lumajang.  This type of research uses descriptive quantitative.  The data used is primary data using a questionnaire given to respondents a number of research samples.  The research sample is 60 respondents, the research sample is taken from the population of many consumers of Yakult products from several supermarkets in Lumajang.  The dependent variable is the purchase decision with 5 indicators.  The independent variable in this study is the marketing mix consisting of product, price, place, promotion and environment with 5 indicators each measuring instrument.  Analysis of the data used using multiple linear regression analysis.  The results showed that price and environment partially had no effect on purchasing decisions, while product, place, promotion partially had a significant effect on purchasing decisions for Yakult beverage products in Lumajang, and the results of testing all variables stated that product, price, place, promotion, and  The environment simultaneously has a significant effect on purchasing decisions for Yakult beverage products.