ANALISIS PENGARUH MARKETING MIX (4P) TERHADAP KEPUTUSAN PEMBELIAN (STUDI KASUS PADA PT. BINTANG MAS ANUGERAH MAKMUR PANGKALPINANG)

Abstract

This an undergraduate thesis has been compiled by syawalia, Student Identity Number 640160043, entitled in Bahasa Indonesia : “Analisis Pengaruh Marketing Mix (4P) Terhadap Keputusan Pembelian (Studi Kasus Pada PT. Bintang Mas Anugerah Makmur pangkal pinang)”. This research was conducted during pandemic Covid-19 and was carried out with standard health protocol as being announced nationally. The theories used in this research are management theory, marketing theory, Marketing Mix, and Advertising Effectiveness theory. Data collection techniques using online mechanisms,with 50 respondents held from May 2020 and june 2020. The variables used Product, price, promotion,place action variable that is developed independently according to advertising is a dependent variable that is developed independenty according to indicators. This study uses descriptive analysis with a quantitative approach to primary research data in the field. As a tool in processing statiscal data, the University Of Amsterdam’s JASP Version 0.9.2.0 program is used. Based on the results of the study that : (1) There is a significant influence of product about sum customer at PT.Bintang Mas Anugerah Makmur Pangkalpinang.