6-9-2022
Abstract
Fitria Prihatin, Management Study Program (Bachelor Program), College of Economics (STIE) Muhammadiyah Cilacap, Effect of Marketing Mix on Purchase Decisions at Rita Pasaraya Cilacap. With Supervisor I Esih Jayanti, S.E., M.Sc and Supervisor II Muslim Fikri, S.E., M.Sc. This study aims to examine and analyze the effect of Product (X1), Price (X2), Promotion (X3), Place (X4), Process (X5), People (X6) and Physical Evidence (X7) on Purchase Decisions (Y) at Rita Pasaraya Cilacap. Data was collected by distributing questionnaires to 102 consumers of Rita Pasaraya Cilacap. The sampling technique in this study used random sampling. The data analysis techniques used include validity test, reliability test, MSI test (Successive Interval Method), classical assumption test includes normality test, multicollinearity test and heteroscedasticity test, multiple linear regression analysis, hypothesis testing includes t test and F test, coefficient analysis determination (R²). The results of the analysis show that the product has no significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount < ttable (1.163 < 1.899) and significance value = 0.248 > 0.05. Price has a significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount > ttable (3.420 > 1.899) and significance value = 0.001 <0.05. Promotion has no significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount < ttable (1.270 < 1.899) and significance value = 0.207 > 0.05. Place has a significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount > ttable (2.052 > 1.989) and significance value = 0.043 < 0.05. The process has no significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount < ttable (0.183 < 1.899) and significance value = 0.855 > 0.05. People have a significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount > ttable (2.308 > 1.899) and significance value = 0.023 < 0.05. Physical evidence has a significant effect on purchasing decisions at Rita Pasaraya Cilacap with tcount > ttable (3.899 > 1.899) and significance value = 0.000 <0.05. Product, price, promotion, place, process, people and physical evidence simultaneously have a significant effect on purchasing decisions at Rita Pasaraya Cilacap with Fcount > Ftable (22.235 > 2.11) and significance value = 0.000 <0.05.
SKRIPSI FITRI.docx