Pengaruh Marketing Mix Terhadap Keputusan Pembelian Minyak Goreng Merek Bimoli

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.