Efektivitas Strategi Marketing Mix Terhadap Keputusan Pembelian Konsumen Di Toko Rabbani Kota Bengkulu

Authors

  • Safitri Handayani Institut Agama Islam Negeri Bengkulu
  • Ilham Addinullah Institut Agama Islam Negeri Bengkulu
  • Asnaini Asnaini Institut Agama Islam Negeri Bengkulu
  • Nonie Afrianty Institut Agama Islam Negeri Bengkulu

DOI:

https://doi.org/10.22373/ekobis.v5i2.11551

Keywords:

Efektivitas, Marketing Mix, Keputusan Pembelian Konsumen

Abstract

Tujuan penelitian ini adalah untuk mengetahui efektivitas strategi marketing mix terhadap keputusan pembelian konsumen toko Rabbani Kota Bengkulu. Adapun jenis penelitian ini adalah penelitian deskriptif kuantitatif. Pengumpulan data dilakukan melalui kuesioner, wawancara, dan observasi. Data yang dikumpulkan dianalisis dengan uji regresi berganda menggunakan Software SPSS 16. Berdasarkan analisis data hasil penelitian menunjukkan bahwa produk, harga, tempat, dan promosi berpengaruh terhadap keputusan pembelian konsumen di Toko Rabbani Bengkulu.

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Published

2021-12-06

Issue

Vol. 5 No. 2 (2021)

Section

Articles

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