Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Toko Prima Singkawang

Abstract

The research purposes was to determine how the marketing mix at Prima Singkawang which includes products, prices, distributions, promotions, people, processes and physical evidence that affect purchasing decisions at Prima Singkawang.The method used is descriptive method, while the data collection technique is through observation, interviews and questionnaires. The number of samples taken was 100 respondents who became customers of Prima Singkawang.Based on the research results, the simultaneous test results (F) show that the independent variables are Product, Price, Distribution, Promotion, People, Process, and Physical Evidence together have a significant influence on Purchasing Decisions at Prima Singkawang.From the partial test (t) that products and people have a significant effect on purchasing decisions, while prices, distributions, promotions, processes, and physical evidence do not have a significant effect on purchasing decisions.