Analisis Implementasi Instrumen Marketing Mix Terhadap Keputusan Pembelian Ulang Produk Kerupuk Bawang di UD. Karindangan Lumajang

Abstrak

The development of the increasingly fast food business has caused
companies to not only sell products at low prices and place products that
are easily accessible to consumers, in this case there are also many brands
appearing on similar products such as crackers. A phenomenon that is
currently developing where consumers often make repeat purchases of one
type of food needs, namely crackers. The number of cracker business
competition is very demanding for business owners to always continue to
improve the quality of their business about what they want by consumers
with the intention of not making a loss. The purpose of this study is to
analyze the effect of the marketing mix, namely product, price, location and
promotion of repurchase decisions simultaneously, partially and
dominantly. The data analysis method uses multiple linear regression
analysis using the SPSS program. The sample used in this study was 60
respondents. The object in this study was the Lumajang community who
had purchased onion crackers more than once. The results showed that the
marketing mix consisting of products, prices, locations, promotions had a
significant simultaneous effect on repurchase decisions, while partially thelocation did not affect the repurchase decisions and the dominant product
variables that had the most influence on repurchase decisions were
dominant