Pengaruh Strategi Pemasaran Terhadap Keputusan Pembelian

Tedi Pitri

Authors

Tedi Pitri STIE Pasim Sukabumi, Jawa Barat https://orcid.org/0000-0003-2834-5863

Keywords:

marketing mix, product, price, place, promotion

Abstract

The purpose of this study is to explore and examine the relationship of marketing strategy factors in the marketing mix with 4Ps to predict and influence consumer purchasing decisions. The research was conducted on Showroom's Teddy Sukabumi. The research sample of 95 respondents, using non-probability sampling techniques with purposive sampling techniques was selected, then developed with incidental sampling techniques for ease in capturing and reaching samples. Research design and data analysis were carried out by correlation analysis, coefficient of determination (Adj. R²) and regression model, significance test of influence with t test and F test. Research findings, Product, Price, Place, and Promotion with Purchase Decision (PD) have a strong correlation, the direction of the relationship is all positive. PD behavior can be explained and predicted by any changes in Product, Price, Place, and Promotion. The findings also prove that Product, Price, Place and Promotion partially have a significant positive effect on purchasing decisions (PD). It was also found that Product, Price, Palce and Promotion simultaneously had a significant positive effect on purchasing decisions (PD). It is very interesting, in a disruptive era with increasingly competitive business competition, the marketing mix by developing a combination of product, price, place or distribution strategies and promotional strategies has been effectively carried out by Showroom's Teddy Sukabumi as a marketing strategy that is able to influence consumer purchasing decisions.

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