Bauran Pemasaran Dan Pengaruhnya Terhadap Keputusan Pembelian Konsumen Pada Koperasi Karyawan Mustikatama Di Toga Lumajang


  • Mega Dian Anggraini STIE Widya Gama Lumajang
  • Nawangsih Nawangsih STIE Widya Gama Lumajang
  • Anisatul Fauziah STIE Widya Gama Lumajang


Product, Price, Location, Promotion, Consumer Purchasing Decisions.


The development of modern retail store business is increasing, resulting in increasingly fierce competition. So demanding every modern retail store to pay attention to the desires and meet the needs of consumers so that many emerging trading companies engaged in retail trade (retail). This study aims to determine the effect of 4P (Product, Price, Place Promotion) marketing mix on consumer purchasing decisions at Mustikatama Employee Cooperatives in Toga Lumajang. The population in this study are consumers who shop at Mustikatama Employee Cooperative in Toga Lumajang. The number of samples in this study were 100 respondents. The sampling technique used is Non Probability Sampling using accidental sampling technique and the method used in this study uses observation, questionnaires, and interviews. Data analysis method used is multiple linear regression analysis with t test and F test to determine the partial effect between the variables studied and the effect of variables together or simultaneously. The results showed that the price and promotion variables partially had a significant effect on consumer purchasing decisions while product variables and places had no significant effect on consumer purchasing decisions. Simultaneously, product, price, place, and promotion variables have positive and significant influence on consumer purchasing decisions. Of the four variables, the most influential variable on consumer purchasing decisions is the price variable. Thus Mustikatama Toga Lumajang Employee Cooperative must further improve and pay attention to product and place variables so as to improve consumer purchasing decisions at Mustikatama Employee Cooperative in Toga Lumajang.



2020-10-29 — Updated on 2020-09-07