PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN LAPTOP MEREK ACER PADA MAHASISWA UNIVERSITAS TANJUNGPURA PONTIANAK
DOI:
https://doi.org/10.26418/jppk.v7i10.29102Abstract
Abstract
This study aims to determine the effect of the marketing mix including products, prices, places, and promotion of purchasing decisions for acer brand laptops for students of the PIIS Department of Tanjungpura University, both simultaneously and partially. The research method used is descriptive with the form of survey research. Sources of data in this study were students of the PIIS Department of Tanjungpura University Pontianak with a sample of 97 people. The sampling technique uses purposive sampling method and the data uses a questionnaire that has been tested for validity and reliability. Data analysis techniques used to answer hypotheses are multiple regression analysis, t test, F test, coefficient of determination (R2).The results of data analysis show that: (1) Product has a positive and significant effect on the purchase decision of Acer brand laptop with a tcount of 3.994 and a significance value of 0.000; (2) The price has a positive and significant effect on the purchase decision of the Acer brand laptop with a tcount of 2.175 and a significance value of 0.032; (3) The place has no positive effect on the purchase decision of Acer brand laptop with a tcount of 0.551 and a significance value of 0.583; (4) Promotion has a positive and significant effect on the purchase decision of Acer brand laptop with a tcount of 2.652 and a significance value of 0.009; (5) The marketing mix together has a positive and significant effect on the purchase decision of an Acer brand laptop with a Fcount value of 46,367 and a significance of 0,000. Determination Coefficient (R2) of 0.668 means that 66.8% of acer brand laptop purchase decisions are influenced by product, price, place and promotion variables, while the remaining 33.2% is influenced by other variables outside this research.
Keywords: Marketing Mix, Purchasing Decisions
