PENGARUH ELEMEN BAURAN PEMASARAN PRODUK PASTA GIGI SENSODYNE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
DOI:
https://doi.org/10.25170/jm.v10i2.839Keywords:
Product, Price, Place, Promotion, Marketing Mix, Purchasing DecisionAbstract
This study aims to determine the effect of marketing mix elements of Sensodyne toothpaste on consumer purchasing decision. Marketing mix consists of product, price, distribution, and promotion which can be controlled by the company and being used to influence consumer purchasing decision. On the other hand, consumer sees the marketing mix as the appeal of a product. Sample collection was done by distributing questionnaires to 100 respondents with Convenience sampling method. Then, the data is processed by using SPSS version 18.0. Results from this study showed that the variables of the marketing mix (product, price, distribution, and promotion) simultaneously have a significant influence on purchasing decision of Sensodyne toothpaste. Partially, there are two variables that have no significant effect, which are distribution and promotion, while two other variables significantly influence consumer purchasing decision. The most influential variable is the variable of product.
References
Kotler, P., & Amstrong, G. (2012). Principles of marketing (14th ed.). New Jersey: Prentice Hall.
Sekaran, U. (2006). Metodologi Penelitian untuk Bisnis, Buku 2. (ed. 4). Jakarta: Salemba Empat.
Sudarmanto, R.G. (2002). Analisis Regresi Linear Ganda dengan SPSS. Yogyakarta: Graha Ilmu.
Sumarni, Murti dan Salamah Wahyuni. (2006). Metodologi Penelitian Bisnis. Yogyakarta: CV Andi Offset.
Uyanto, S.S. (2006). Pedoman Analisis Data dengan SPSS. Yogyakarta: Graha Ilmu.
Downloads
Published
Issue
Section
License
Authors who publish with this journal agree to the following terms:
Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-NonCommercial-ShareAlike License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See the Effect of Open Access).