Pengaruh Marketing Mix Terhadap Keputusan Pembelian Minyak Goreng Merek Bimoli

  • I Kadek Arya Prabawa Program Studi Manajemen, Fakultas Ekonomi Bisnis dan Pariwisata, Universitas Hindu Indonesia
  • Putu Sri Hartati Program Studi Manajemen, Fakultas Ekonomi Bisnis dan Pariwisata, Universitas Hindu Indonesia
Keywords: Marketing Mix, Purchasing Decision, Products, Prices

Abstract

The purpose of this research was to find out the influence of Marketing Mix (Products, Prices, Promotions and Places) on bimoli brand cooking oil purchase decisions on consumers of Cheap Minimarkets in Tegallalang, Gianyar. The study population was all consumers who bought Bimoli brand packaged cooking oil in Minimarket Murah with a sample of 96 respondents. The research method uses questionnaires processed with multiple linear regression analysis techniques. The results showed that the Product partially had an effect on the Purchase Decision. Price partially affects the Purchase Decision, Promotion partially affects the Purchase Decision, Place partially affects the Marketing Mix Purchase Decision (Product, Price, Promotion, Place) simultaneously affects the decision to purchase Bimoli brand cooking oil to consumers of Cheap Minimarket in Tegallalang, Gianyar.

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Published
2022-08-01
How to Cite
Prabawa, I. K. A., & Hartati, P. S. (2022). Pengaruh Marketing Mix Terhadap Keputusan Pembelian Minyak Goreng Merek Bimoli. WidyaAmrita: Jurnal Manajemen, Kewirausahaan Dan Pariwisata, 2(3), 788-798. https://doi.org/10.32795/vol4wamrtno1th24