Jurnal Ekonomi Global Masa Kini
Vol 8, No 1

PENGARUH BAURAN PEMASARAN (4P) TERHADAP KEPUTUSANPEMBELIAN PERUMAHAN PT. BERLIAN BERSAUDARA PROPERTINDO (Studi Kasus Perumahan Taman Arizona 1 Taman Arizona 2 dan Taman Arizona 3 di Talang Jambi Palembang)

Susanti, Noevie ( Indo Global Mandiri University )
Halin, Hamid ( Indo Global Mandiri University )
Kurniawan, M. ( Indo Global Mandiri University )



Article Info

Publish Date
06 Jan 2018

Abstract

As many corporate institutions use the concept of marketing mix as a strategy to attract potential customers to be able to improve consumer purchasing decisions. This study aims to determine and test the effect of Marketing Mix on Purchasing Decision at PT. Berlian Bersaudara Propertindo Palembang. By using quantitative statistical research methods and data analysis techniques used are simple regression analysis. Population in this research is consumer who buy house at PT. Berlian Bersaudara Propertindo Palembang and sample of 134 respondents with sampling technique using Slovin method.Instrument validity test results show that rcount ≥ rtabel means that all valid items and reliability is above 0.70 means all reliable. When viewed based on Test t shows the value of tcount (10,620) ≥ ttabel (1,656) sig (0,000) ≥ 0.05. It shows that the Marketing Mix is a significant effect on Purchase Decision. From the correlation result show the correlation between Marketing Mix to Decision of Purchase high assumption that is equal to 67,9%. Then the coefficient of determination (R2) shows the amount of 0.461% of the Marketing Mix of Purchase Decision, while the remaining 53.9% influenced by other variables not examined in this study.Keywords : Marketing mix, Purchase Decision, Quantitative Methods.

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Journal Info

Abbrev

EGMK

Publisher

Subject

Economics, Econometrics & Finance

Description

Ekonomi Global Masa Kini merupakan majalah ilmiah Universitas Indo Global Mandiri yang mencakup hasil penelitian, makalah review, dan komunikasi singkat bidang ilmu Ekonomi. Topik-topik yang tercakup dalam jurnal ini adalah semua bidang terkait dengan ilmu ekonomi. Jurnal ini terbit dua kali dalam ...