PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN TIKET PENERBANGAN PADA CV. BERKAH SEJAHTERA DI PANGKALAN BUN

Winarti Setyorini, Bakhtiar. HM Bakhtiar. HM, Cholilah Cholilah

Sari


Marketing is one of the main activities carried out by the company in order to achieve the goal of maintaining survival to develop, and earning profits. While the formulation of the problem in this study is (1) Is there a product influence on Ticket Purchase Decisions on CV. Blessing of Prosperous Prosperity in Pangkalan Bun City? (2) Is there a price effect on Ticket Purchase Decisions on CV. Blessing of Prosperous Prosperity in Pangkalan Bun City? (3) Is there a place influence on Ticket Purchase Decisions on CV. Blessing of Prosperous Prosperity in Pangkalan Bun City? (4) Are there promotional effects on Ticket Purchase Decisions on CV. Blessing of Prosperous Prosperity in Pangkalan Bun City?
The location of this research was carried out on CV. Berkah Sejahtera Kotawaringin Barat Regency is located which is located at Jl. Guerrilla No. 262 Kumai District Pangkalan Bun - Central Kalimantan. The independent variable (X) in this study variables that affect other variables. In this study the independent variable is the CV marketing mix. The Prosperous Blessing of the city of Pangkalan Bun symbolized by the letter X is the product (X1), price (X2), place (X3), promotion (X4) and the dependent variable (Y) in this study is the Purchasing Decision (Y).
The regression equation is obtained: Y = 0.915 + 0.225X1 + 0.190X2 + 0.105X3 + 0.409X4 + e, and the value of the Determination Coefficient is 0.960. In other words, this shows that the percentage variation of Purchasing Decisions that can be explained by the variation of the independent marketing mix consisting of Products, Prices, Places and Promotions is 96% while the remaining 4% is explained by other variables outside the research variable.
From the t test to produce Products, Prices and Promotions partially have a significant effect on Purchasing Decisions and only Places that have no effect. the results of the F test (together) obtained a calculated F value of 560,974 with sig. 0,000. With a significant limit of 0.05 and Ftable 2.47, then Fcount> Ftable. So the hypothesis is obtained that states that Products, Prices, Places and Promotions simultaneously have a positive and significant effect on the Purchase Decision on CV. Blessing of Prosperity.
Based on the results of the research and discussion, conclusions can be drawn: (1) That the product has a significant influence of 31.4% on the Purchase Decision on the CV. Blessing of Prosperity. (2) That prices have a significant influence of 15.18% on purchasing decisions on CV. Blessing of Prosperity. (3) That the place has a significant influence of 6.12% on purchasing decisions on CV. Blessing of Prosperity. (4) That promotion has a significant influence of 43.19% on Purchase Decisions on CV. Blessing of Prosperity. (5) That the product, price, place and promotion have a significant influence of 95.9% (96%) on the Purchase Decision on the CV. Blessing of Prosperity.

Kata Kunci


Produk, Harga, Tempat, Promosi, Keputusan Pembelian

Teks Lengkap:

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