Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Minuman Kopi Pada Halu Kopinspirasi

Authors

  • Rezha Erlangga Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Johnny R. E. Tampi Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi
  • Johny A. F. Kalangi Program Studi Administrasi Bisnis, Fakultas Ilmu Sosial dan Politik, Universitas Sam Ratulangi

Abstract

This research aims to determine whether the marketing mix (product, price, promotion, and place) influences the decision to purchase drinks at Halu Kopinspirasi. This study gave questionnaire to 100 respondents who had bought coffee drinks at Halu Kopinspirasi. This study uses multiple linear regression analysis which shows the marketing mix (product, price, promotion, and place) simultaneously influences the purchasing decision. product variables on influence on purchasing decisions. Variable prices, promotions, and partial places do not favor purchase decisions. Halu owners try to encourage him to improve prices, promotions, and places to attract buyers. And maintain its products, in order to maintain its buyers. 

References

Armstrong dan Kotler. 2015. Marketing an Introducing Prentice Hall twelfth edition. Inggris: Pearson Education, Inc

Abigail, A dan Andreani, F. 2019. Pengaruh Marketing Mix Terhadap Keputusan Pembelian Konsumen Warung Gudeg Bu Yul Surabaya. Jurnal AGORA. 7(1). https://media.neliti.com/media/publications/287213-pengaruh-marketing-mix-terhadap-keputusa-85dcd5df.pdf

Barcelona, O. 2019. Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada CV. Justiti Motor Lembata. Jurnal Administrasi Bisnis. 9(2) : 34-42.

Kotler, Keller, 2012, Marketing Management: 14 Edition, New Jersey: Prentice Hall, Pearson Hall, Pearson Education, Inc.

Praestuti, C. 2020. Marketing Mix Terhadap Kepuasan Konsumen pada Mama-Mama Penjual Noken di Oyehe K/abupaten Nabire. Jurnal Administrasi Bisnis. 10(1): 21-24

Swastha. 2015. Marketing an Introduction. Baba Barkha Nath Printerse, Nel Delhi.

Stanton, W.J. 2013. Prinsip – Prinsip Pemasaran. Jilid II. Edisi Ketujuh. Erlangga, Jakarta.

Sugiyono. 2014. Buku Metode Penelitian Kuantitatif Kualitatif dan R&D.Alfabeta, Bandung.

Suryadi, Didih. (2011). Promosi Efektif “Menggugah Minat & Loyalitas Pelangganâ€. Jakarta : PT. Suka Buku.

Tjahyadi, Zifora. 2017. Pengaruh Marketing Mix Terhadap Keputusan Pembeli Motor Yamaha Pada PT. Hasjrat Abadi Manado. Jurnal Administrasi Bisnis. 5(6) : 21-30

Wangarry, C., Tumbel, A, dan Karuntu, M. 2018. Pengaruh bauran pemasaran terhadap pembelian sepeda motor di PT. Hasjrat Abadi Ranotana. Jurnal Emba. 6 (4) : 11-20

Downloads

Published

2020-07-21

How to Cite

Erlangga, R., Tampi, J. R. E., & Kalangi, J. A. F. (2020). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Minuman Kopi Pada Halu Kopinspirasi. Productivity, 1(2), 197–202. Retrieved from https://ejournal.unsrat.ac.id/v3/index.php/productivity/article/view/29548

Issue

Section

Articles

Most read articles by the same author(s)

<< < 1 2 3 4 5