PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN DI ANGKRINGAN PEMUDA KNPI

Authors

  • Sukimin Universitas Balikpapan
  • Eva Fidriani Universitas Balikpapan
  • Nina Indriastuty Universitas Balikpapan

DOI:

https://doi.org/10.36277/geoekonomi.v14i2.321

Keywords:

Product, Price, Promotion, Person/Actor, Process, Physical Evidence of Purchase Decision

Abstract

This study aims to analyze the effect of simultaneously and partially the variables of Product, Price, Place, Promotion, Person/Actor, Process and Physical Evidence on Purchase Decisions at KNPI Youth Angkringan Balikpapan. The type of research used is expanatory quantitative research. The number of samples in this study was 177 consumers of the Balikpapan KNPI Youth Angkringan. The sampling technique used in this research is probability sampling and simple random sampling method. Analysis of the data used  is descriptive  analysis  and  multiple  linear  regression  analysis.  The  test  tools  used  are instrument test, classical assumption test, and hypothesis testing. The results of this study indicate that the products, prices, places, promotions, people/actors, processes and physical evidence in the company are good so that purchasing decisions increase. The results of multiple  linear  analysis  show  that  simultaneously  and  partially  these  variables  have  a positive and significant influence on purchasing decisions

Downloads

Download data is not yet available.

Author Biographies

Sukimin, Universitas Balikpapan

Program Studi Manajemen Fakultas Ekonomi Universitas Balikpapan

Eva Fidriani, Universitas Balikpapan

Mahasiswa Program Studi Manajemen Fakultas Ekonomi Universitas Balikpapan

Nina Indriastuty, Universitas Balikpapan

Program Studi Manajemen Fakultas Ekonomi Universitas Balikpapan

References

Arifka, N. (2021). Penerapan Strategi Bauran Pemasaran 7P dalam Meningkatkan Penjualan (Studi Kasus Pada Sambel Layah Arcawinangun). Tesis, IAIN Purwokerto, 1–129. http://repository.iainpurwokerto.ac.id/9468/

Buchari, A. (2016). Manajemen Pemasaran dan Pemasaran Jasa. CV. Alfabeta.

Firmansyah, M. A. (2019). Pemasaran jasa (Strategi, Mengukur Kepuasan, dan Loyalitas Pelangan). March.

Kotler, P & Keller, K. L. (2012). Manajemen Pemasaran (12 th ed). Erlangga.

Kotler dan Amstrong. (2016). Principles Of Marketing Sixteen Edition (Global Edi). pearson

Education Limited.

Kotler dan Kevin Lane Keller. (2016). Marketing Managemen (ke-15). pearson Education, inc.

Kotler, P. & A. G. (2012). Prinsip-Prinsip Manajemen (13 jilid I). Erlangga.

Kotler, P. and K. L. K. (2016). Marketing Management (15th ed.). Person Education, Inc. Kotler, P., & Armstrong, G. (2016). Prinsip-Prinsip Pemasaran. Jilid 1 dan 2 (12th ed.). Jakarta : Erlangga.

Kotler, P., & Keller, K. L. (2012). manajemen pemasaran (12th ed.). Erlangga.

Mamonto Felisa Windy, Tumbuan Willem J.F.A, R. M. H. (2021). Analisis Faktor-Faktor Bauran Pemasaran (4P) Terhadap Keputusan Pembelian Pada Rumah Makan Podomoro Poigar Di Era Normal Baru. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 9(2), 110–121. https://doi.org/10.35794/emba.v9i2.33281

Nabila, T. A. Y. U. (2020). Pengaruh desain, persepsi harga, dan fasilitas terhadap kepuasan konsumen (studi kasus angkringan bae purwokerto).

Nugraha, R. A. (2020). Pengaruh Bauran Pemasaran Restoran Terhadap Loyalitas

Pelanggan Di Bourjuis Café. http://repository.unika.ac.id/23023/

Priyatno, D. (2017). Mandiri Belajar Analisis Data Dengan SPSS (Mediakom).

Priyatno, Dwi. (2017). mandiri belajar analisis data dengan spss. Yogyakarta : Mediakom. Ricky Martjiono, Santoso, S. P., Aprilia, A., & Remiasa, M. (2018). Analisa Pengaruh

Bauran Pemasaran ( 7P ) Terhadap Keputusan Pembelian di Rumah Makan Kakkk , Ayam Geprek !!! Journal of Marketing, Surabaya, 484–494.

Sugiyono. (2018). Metode Penelitian Kuantitatif kualitatif Dan R&D. Alfabeta. Sugiyono. (2020). Metode Penelitian Kuantitatif Kualitatif Dan R&D. ALFABETA. Tjiptono, F. (2015). Pemasaran Jasa-Prinsip , Penerapan Dan Penelitian. CV. Andi.

Yucha, N. S. N. S. (2020). Pengaruh Bauran Pemasaran, Suasana Kafe Dan Minat Beli Terhadap Keputusan Pembelian Di Intano Coffee Shop and Roastery Krian. Jurnal Fakultas Ekonomi Dan Bisnis UMAHA, 3(1), 180–186.

Zeithaml, V.A., M.J. Bitner, D. D. (2013). Services Marketing: Integrating Customer Focus

Across the Firm (6 th). Mc.Graw-Hill. Boston.

Downloads

Published

2023-09-30

How to Cite

Sukimin, S., Fidriani, E. ., & Indriastuty, N. (2023). PENGARUH BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN DI ANGKRINGAN PEMUDA KNPI . Jurnal GeoEkonomi, 14(2), 247–259. https://doi.org/10.36277/geoekonomi.v14i2.321

Issue

Vol. 14 No. 2 (2023)

Section

Articles

License

Copyright (c) 2023 Jurnal GeoEkonomi

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

You are free to:
Share - copy and redistribute the materials in any medium or format for any purpose, even for commercial purposes.
Adapt - compose, change and develop the material for any purpose, even for commercial purposes.
The licensor cannot revoke these freedoms as long as you follow the license terms.
With the following conditions:
Attribution - you must give appropriate credit, provide a link to the license, and indicate if changes have been made. You may do so in a reasonable manner, but not in any way that suggests that the licensor endorses you or your use.
No additional restrictions - You may not implement legal provisions or technological measures that legally restrict others from doing anything permitted by the license.
Notice:
You do not have to comply with the license for elements of the material that are in the public domain or where your use is permitted by an applicable exclusion or restriction.
No warranties are given. This license may not grant all the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.

Most read articles by the same author(s)

1 2 > >>