Analisis Pengaruh Variabel Bauran Pemasaran terhadap Keputusan Pembelian Minuman Milktea oleh Mahasiswa Universitas Padjadjaran di Jatinangor

Abstract

This research aimed to analyze the effect of marketing mix variabels on purchase decision for milktea in students of Padjadjaran University Jatinangor. Milktea is ready-to-drink that mix tea and milk, and this makes milktea quite popular. This research is classified as quantitative descriptive research. The independent variable in this research is the marketing mix variable that consisting four variabels, which is, product , price, location, and promotion, that affect the dependent variabel that is, purchase decision process. Data was gathered with distributing questionnaires. Analysis of the data used is multiple linear regression analysis with the help of software Statistical Package for Social Science (SPSS) 23.0 for windows. The result of this research indicate that marketing mix variabel simultaneously and partially have a significant effect on purchase decision, as evidenced by the value of F test and T test. The effect given from marketing mix variabel on the decision purchase of milktea drinks for students at Padjadjaran University Jatinangor is included to moderate category,which is equal to 42,3%