Analisis Pengaruh Bauran Pemasaran (Marketing Mix 4P) terhadap Keputusan Pembelian Pisang Ambon Putih di Kota Medan

Abstract

The purpose of this research is analyzing of the influence of the marketing mix on the purchasing decision of ambon white bananas in Kota Medan. The method of sampel selection conducted by using the accidental sampling technique, and 50 sampel chosen. The analysis method used is Multiple Linier Regression Analysis. The research results show that partially, product, price, and place significantly influence purchasing decisions, while the promotion variable does not affect the purchasing decision of Ambon white bananas in Kota Medan. Meanwhile, simultaneously, all variables have a significant on the purchasing decision of Ambon white bananas in Kota Medan. This decision is supported by a coefficient of determination value of 0.556. That figure means that all independent variables, which consist of Product, Price, Place, and Promotion collectively influence the purchasing decision with an impact of 55.6% while the remaining 44.4% is influenced by other variables not included in this study.