Analisa pengaruh 4p’s marketing mix terhadap keputusan pembelian konsumen rokok apache pt. Karyadibya mahardhika pandaan, pasuruan

  • UNiversitas dr Soetomo
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Abstract

The rise of the anti-smoking campaign and Indonesia Government Regulation number 109 year 2012 related to securing raw materials containing addictive substances in the form of tobacco products for health as an effort to reduce cigarette consumption in Indonesia and the increasing number of cigarette manufacturers make PT. Karyadibya Mahardhika as one of the cigarette manufacturers located in Pandaan needs to review its marketing mix. The purpose of this research is to analyze and identify variable of marketing mix which includes product, price, place, and promotion towards consumer buying decisions of PT. Karyadibya Mahardhika's product Apache both simultaneously and the partially influence. Also, this study do analyst and identificate which variables of marketing mix that are dominantly influence the buying decisions of PT. Karyadibya Mahardhika's product Apache. The sampling technique used in this study was purposive sampling with a total sample size of 100 respondents. While the data analysis technique used are validity test, reliability test, classic assumption test, multiple linear regression analysis, hypothesis testing, dominant variable test and correlation coefficient test and multiple determination (R2). The results showed that simultaneously (F-test) all variables significantly influence consumer decisions to buy Apache cigarettes. Then the results of the partial test (t-test), resulting product (X1), place (X3), and promotion (X4) have a partial and significant effect on consumer buying decisions (Y), while the price variable (X2) has no partially influence to the buying decisions of Apache cigarette consumers (Y). The most dominant variable influencing consumer buying decisions for Apache cigarretes (Y) is the product (X1).

Keywords: service quality; significance; customer satisfaction.

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Published
2021-02-03
Section
Articles