PENGARUH MARKETING MIX, KELENGKAPAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS TOKO ATK 37 PANGKALPINANG)

Penulis

  • Amanda Marissa Mahasiswa Prodi Manajemen STIE-IBEK Pangkalpinang
  • Ryan Hasianda Tigor Dosen Prodi Manajemen STIE-IBEK Pangkalpinang
  • Nelly Astuti Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Kata Kunci:

Marketing Mix, Product Completeness, Service Quality, Purchase Decision

Abstrak

     This research was entitled: “Pengaruh Marketing Mix, Kelengkapan Produk, dan Kualitas Pelayanan Terhadap Keputusan Pembelian (Studi Kasus Toko ATK 37 Pangkalpinang .

    The theory used in this research is Management theory, Marketing theory, Marketing Mix theory. The data collection technique used a questionnaire, with a total of 87 respondents, which was held from March 2022. The variables used are marketing mix variables, product completeness, service quality and purchasing decisions. This study uses an analysis with a quantitative approach to secondary data research in the field. As a tool in statistical data processing used JASP 0.14.1 program.

    Based on the results of the study that: (1) There is a value (-0.826 > 1.29159 ) then the marketing mix can have a positive and insignificant effect on consumer purchases at ATK 37 Pangkalpinang Stores. (2.) (-0.820 > 1.29159) then the completeness of the product can have a positive and insignificant effect on consumer purchases at ATK 37 Pangkalpinang Stores. (3) (22.603 < 1.29159) then the quality of service can have a positive and significant effect on consumer purchases at 37 Pangkalpinang ATK Stores.

Biografi Penulis

Ryan Hasianda Tigor, Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Dosen Pembimbing I

Nelly Astuti, Dosen Prodi Manajemen STIE-IBEK Pangkalpinang

Dosen Pembimbing II

Unduhan

Diterbitkan

01.11.2022

Cara Mengutip

Marissa, A., Hasianda Tigor, R. ., & Astuti, N. (2022). PENGARUH MARKETING MIX, KELENGKAPAN PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS TOKO ATK 37 PANGKALPINANG). JURNAL PROGRESIF MANAJEMEN BISNIS, 9(2), 151–157. Diambil dari https://e-jurnal.stie-ibek.ac.id/index.php/JIPMB/article/view/182

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