PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MINUMAN MEREK TEH PUCUK HARUM PADA TOKO DHEA SEMBAKO DI TANAH GROGOT
DOI:
https://doi.org/10.55542/gpjer.v1i1.376Kata Kunci:
Pengaruh bauran pemasaran, Keputusan pembelian Teh Pucuk Harum, TOKO DHEA SEMBAKOAbstrak
Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran terhadap keputusan pembelian Teh Pucuk Harum. Jenis penelitian yang digunakan yaitu penelitian eksplanatori dengan pendekatan kuantitatif. Teknik sampling yang digunakan yaitu sampling insidental dengan jumlah sampel sebanyak 60 orang. Pengumpulan data menggunakan kueioner yang terdiri dari 31 pernyataan. Teknik analisis data yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa bauran pemasaran yang terdiri dari produk, harga, promosi dan tempat secara simultan dan parsial berpengaruh positif dan signifikan terhadap keputusan pembelian Teh Pucuk Harum.
Kata Kunci: pengaruh bauran pemasaran , keputusan pembelian Teh Pucuk Harum , TOKO DHEA SEMBAKO
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