Pengaruh Bauran Pemasaran dan Kualitas Pelayanan terhadap Keputusan Pembelian

Abstract

Purchasing decisions are consumer behavior in purchasing a desired product. When buying a product at a shopping center, consumers also need to pay attention to several indicators, including the marketing mix and service quality. The purpose of this research is to determine the influence of marketing mix variables (product, price, place and promotion) and service quality on purchasing decisions at the Matahari Department Store in Baubau City. The population and sample were 100 respondents using the Slovin formula who had made purchase transactions. The data analysis method used was quantitative. The data analysis technique used in this research is multiple linear regression analysis and assisted by the SPSS version 29 application. The results of this research show that partial marketing mix variables (price and place) have a significant effect on purchasing decisions. Meanwhile, the marketing mix (product and promotion) and service quality do not have a significant effect on purchasing decisions. Simultaneously, the marketing mix variables and service quality have a significant effect on purchasing decisions. The results of this research provide information that the Matahari Department Store needs to pay attention to price and place to attract consumer interest so that consumers are interested and decide to buy the goods offered.