ANALISIS BAURAN PEMASARAN (MARKETING MIX) DAN IMPLIKASINYA TERHADAP KEPUTUSAN PEMBELIAN PRODUK USAHA KECIL DAN MENENGAH (UKM) SAMARINDA

Yulius Gessong Sampeallo, Noor Fachman Tjetje

Abstract


Tujuan penelitian ini untuk mengetahui Bauran Pemasaran (Marketing Mix) dan Implikasinya Terhadap Keputusan Pembelian Produk Usaha Kecil Dan Menengah (UKM) di kota Samarinda. Penelitian ini menyertakan data-data responden yang membeli produk usaha kecil dan menengah di pusat penjualan produk UKM Samarinda yang menawarkan berbagai macan jenis produk baik produk makanan ringan, pakaian jadi dan souvenir dengan ciri khas Kalimantan.

Penelitian ini dilakukan dengan menggunakan alat analisis Regresi Berganda dengan variabel independen yang meliputi Produk (X1), Harga (X2), Tempat (X3), dan Promosi (X4), serta variabel dependen yaitu diprediksi/Pengambilan Keputusan bauran pemasaran. Pengujian instrumen dilakukan menggunakan uji validitas instrument; Uji reliabilitas; dan Uji korelasi. Untuk menentukan ketepatan model dilakukan pengujian asumsi klasik dilanjutkan dengan analisis regresi berganda baik secara parsial maupun simultan. Hasil penelitian ini menyimpulkan bahwa Variabel eksogen (produk, harga, tempat, dan promosi) berpengaruh postif dan signifikan terhadap keputusan pembelian.

Keyword : Bauran Pemasaran, Produk, Harga, Tempat, Promosi

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References


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