ANALISIS PENGARUH BAURAN PEMASARAN DAN PENDAPATAN MASYARAKAT TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO YUNNA SNACK TAHUN 2023

Abstract

The objective of this study is to examine how Marketing Mix and Lifestyle impact consumer purchasing decisions at Yunna Snack Stores in 2023. The research methodology involves conducting a survey using questionnaires distributed to 96 respondents within the organization. Quantitative data analysis will be conducted using the Multiple Linear Regression technique. The findings indicate that both the marketing mix and lifestyle collectively exert a direct influence on purchasing decisions. Specifically, the marketing mix demonstrates a partial influence on purchasing decisions, while lifestyle also shows a partial influence on purchasing decisions at Yunna Snack stores in 2023. The researc h outcomes confirm that: (1) the marketing mix significantly impacts purchasing decisions (p = 0.000, t = 5.400), surpassing the critical t-value of 1.66071 at a 0.05 significance level. (2) Lifestyle similarly influences purchasing decisions (p = 0.004, t = 3.748), exceeding the critical t-value of 1.66071