DOI of the published preprint https://doi.org/10.62421/jibema.v4i1.556
The Influence Of The Marketing Mix On Purchasing Decisions For The Santri Brand Of Mineral Water
Pengaruh Marketing Mix Terhadap Keputusan Pembelian Air Mineral Merk Santri
DOI:
https://doi.org/10.21070/ups.11921Keywords:
Purchasing Decisions, Product, Price, Location, PromotionAbstract
This study aims to determine the effect of the marketing mix on consumers’ purchasing decisions for Santri brand mineral water. marketing mix indicators examined in this study consist of product, price, location, and promotion. This research employed a quantitative approach. The population consisted of consumers of Santri brand mineral water in East Java. Since the exact population size was unknown, sample was determined using Hair’s formula. Based on the calculation, 84 respondents were selected as the research sample. Data were collected through questionnaires and analyzed using SPSS version 25. classical assumption tests, multiple linear regression analysis, and hypothesis testing. The hypothesis tests consisted of the t-test to examine the partial effect of each marketing mix variable and the coefficient of determination (R²) test to measure the contribution of the independent variables to purchasing decisions. This study provides empirical evidence regarding the role of marketing mix factors in consumers’ purchasing decisions.
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