MARKETING MIX IMPROVES CONSUMER PURCHASE DECISIONS
Abstract
ABSTRAK
Perkembangan industri tekstil menimbulkan persaingan yang sangat “ketatâ€. Kondisi ini memberikan tantangan buat pelaku usaha untuk memberikan yang terbaik kepada konseumen. Sehingga, pendekatan metode pemasaran manjadi penting agar tetap bertahan. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap keputusan pembembelian pada Ramayana M’Tos Makassar. Metode penelitian yang di gunakan dalam penelitian ini dengan pendekatan kuantitatif. Penerikan sampel dalam penelitian ini adalah teknik accidental sampling, jumlah sampel yang didapatkan 80 responden dengan rata-rata jumlah pengunjung 1446 perhari. Metode pengolahan data dengan cara editing, coding, dan scoring. Analisis data dengan menggunakan uji regresi liner sederhana hasilnya bauran pemasaran berpengaruh signifikan terhadap keputusan pembelian. Bauran pemasaran dengan indikator produk yang dijual sesuai dengan kebutuhan, kualitas standar dan desain yang menarik cuma kurang memberikan rasa nyaman dikarenakan mereknya kurang familiar. Harga jual produk sesuai dengan kualitas ditawarkan dan terjangkau cuma kurang bersaing dengan merek lainnya. Lokasi Mall M’Tos Ramayana cukup strategis mudah dijangkau. Sedangkan indikator promosi untuk memilih membeli masih kurang, baik dimedia elektronik maupun dimedia cetak.
Kata Kunci : Produk, Harga, Lokasi, Promosi, Pembelian
ABSTRACT
The development of the textile industry raises a very "tight" competition. This condition provides a challenge for business actors to provide the best for consumers. Thus, the marketing method approach becomes important to survive. This study aims to determine the effect of the marketing mix on purchasing decisions at Ramayana M'Tos Makassar. The research method used in this research is a quantitative approach. The sampling in this study was an accidental sampling technique, the number of samples obtained was 80 respondents with an average number of visitors of 1,446 per day. Data processing methods using editing, coding, and scoring. Data analysis using a simple linear regression test results that the marketing mix has a significant effect on purchasing decisions. The marketing mix with product indicators that are sold according to needs, standard quality and attractive designs just doesn't give a feeling of comfort because the brand is not familiar. The selling price of the product is by the quality offered and affordable, it's just less competitive with other brands. The location of M'Tos Ramayana Mall is quite strategic and easy to reach. Meanwhile, promotional indicators for choosing to buy are still lacking, both in electronic and print media.
Keywords: Product, Price, Location, Promotion, Purchase
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DOI: http://dx.doi.org/10.35906/jep.v9i2.1699
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