Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang
Abstract This study aimed to investigate the effect between the marketing mix components; Products (X1), Price (X2), Promotion (X3), and Place (X4) on the Buying decision (Y) of clothing consumers at the selected department stores in Malang City. The population in this study was all the clothing co...
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| Format: | Article |
| Language: | English |
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Institut Teknologi dan Bisnis Asia Malang
2019-08-01
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| Series: | Jurnal Ilmiah Bisnis dan Ekonomi Asia |
| Subjects: | |
| Online Access: | https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/116 |
| _version_ | 1797772627148800000 |
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| author | Tria Warsa Enggal Mochamad Bukhori Dwiyani Sudaryanti |
| author_facet | Tria Warsa Enggal Mochamad Bukhori Dwiyani Sudaryanti |
| author_sort | Tria Warsa Enggal |
| collection | DOAJ |
| description |
Abstract
This study aimed to investigate the effect between the marketing mix components; Products (X1), Price (X2), Promotion (X3), and Place (X4) on the Buying decision (Y) of clothing consumers at the selected department stores in Malang City. The population in this study was all the clothing consumers at the selected department stores in Malang City. Sampling was done by Proportional random sampling technique, and obtained the sample of 150 respondents. Primary data was collected using questionnaire as the research instrument. Data analysis was performed using Multiple Linear Regression analysis on the SPSS 21 program. The results validated that Products (X1), Price (X2), Promotion (X3), and Place (X4) have a significant effect on the consumers’ buying decision (Y). This is showed by the significance value (p-value) < α (0.05) both in partial and simultaneous test. The influence of all components of the marketing mix on the consumers’ buying decision is 50.3% (R square 0.503). In addition, the component of marketing mix with the biggest influence is promotion (Standardized coefficient 0.334). Therefore, it can be concluded that the marketing mix has a significant effect on the buying decision of clothing consumers of department stores in Malang City.
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| first_indexed | 2024-03-12T21:54:40Z |
| format | Article |
| id | doaj.art-f61dacbe2f2e40b5aef31ffc8fd40e80 |
| institution | Directory Open Access Journal |
| issn | 0126-1258 2620-875X |
| language | English |
| last_indexed | 2024-03-12T21:54:40Z |
| publishDate | 2019-08-01 |
| publisher | Institut Teknologi dan Bisnis Asia Malang |
| record_format | Article |
| series | Jurnal Ilmiah Bisnis dan Ekonomi Asia |
| spelling | doaj.art-f61dacbe2f2e40b5aef31ffc8fd40e802023-07-25T21:48:26ZengInstitut Teknologi dan Bisnis Asia MalangJurnal Ilmiah Bisnis dan Ekonomi Asia0126-12582620-875X2019-08-0113210.32812/jibeka.v13i2.116Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota MalangTria Warsa Enggal0Mochamad Bukhori1Dwiyani Sudaryanti2PPS STIE ASIASekolah Tinggi Ilmu Ekonomi Asia MalangSekolah Tinggi Ilmu Ekonomi Asia Malang Abstract This study aimed to investigate the effect between the marketing mix components; Products (X1), Price (X2), Promotion (X3), and Place (X4) on the Buying decision (Y) of clothing consumers at the selected department stores in Malang City. The population in this study was all the clothing consumers at the selected department stores in Malang City. Sampling was done by Proportional random sampling technique, and obtained the sample of 150 respondents. Primary data was collected using questionnaire as the research instrument. Data analysis was performed using Multiple Linear Regression analysis on the SPSS 21 program. The results validated that Products (X1), Price (X2), Promotion (X3), and Place (X4) have a significant effect on the consumers’ buying decision (Y). This is showed by the significance value (p-value) < α (0.05) both in partial and simultaneous test. The influence of all components of the marketing mix on the consumers’ buying decision is 50.3% (R square 0.503). In addition, the component of marketing mix with the biggest influence is promotion (Standardized coefficient 0.334). Therefore, it can be concluded that the marketing mix has a significant effect on the buying decision of clothing consumers of department stores in Malang City. https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/116Marketing Mix,Buying decision, Departement Store |
| spellingShingle | Tria Warsa Enggal Mochamad Bukhori Dwiyani Sudaryanti Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang Jurnal Ilmiah Bisnis dan Ekonomi Asia Marketing Mix,Buying decision, Departement Store |
| title | Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang |
| title_full | Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang |
| title_fullStr | Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang |
| title_full_unstemmed | Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang |
| title_short | Analisa Bauran Pemasaran Yang Mempengaruhi Keputusan Pembelian Baju di Beberapa Departement Store di Kota Malang |
| title_sort | analisa bauran pemasaran yang mempengaruhi keputusan pembelian baju di beberapa departement store di kota malang |
| topic | Marketing Mix,Buying decision, Departement Store |
| url | https://jurnal.stie.asia.ac.id/index.php/jibeka/article/view/116 |
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