PENGARUH BAURAN PEMASARAN NIU GREEN TEA TERHADAP KEPUTUSAN PEMBELIAN PADA MAHASISWA UNIVERSITAS TRUNOJOYO MADURA

Abstract

The company uses the marketing mix through four elements, namely product, price, place and promotion to formulate marketing strategies in an effort to achieve the desired profit. The study was conducted to determine the effect of the marketing mix on purchasing decisions and to determine the variables that most influence the purchase of Niu Green Tea tea drinks by students of Trunojoyo University, Madura. The sample taken is 200 respondents according to the opinion of Ferdinand, 2005 that the minimum sample is five times the number of research indicators. The data were obtained by distributing questionnaires via google form and analyzed using multiple linear regression analysis. The results in this study indicate that the marketing mix simultaneous affects purchasing decisions.. Based on the regression coefficient value in the equation Y = 2.147 + 0.096X1 + 0.308X2 + 0.227X3 + 0.311X4, it is known that the variable that most influences the purchasing decision of Niu Green Tea by Trunojoyo University of Madura students is the promotion variable.