RIO SAPUTRA, NIM 212019230 (2023) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE OPPO DI KECAMATAN ILIR TIMUR II PALEMBANG. Skripsi thesis, Universitas Muhammadiyah Palembang.

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Abstract

Rio Saputra/212019230/2023/Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Oppo di Kecamatan Ilir Timur II Palembang Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Oppo di Kecamatan Ilir Timur II Palembang, baik secara simultan maupun secara parsial. Populasi penelitian ini adalah seluruh konsumen Smartphone Oppo di kecamatan Ilir Timur II Palembang yang tidak diketahui pasti jumlahnya. Sampel penelitian yang digunakan sebanyak 100 responden. Jenis data yang digunakan adalah data primer dan data sekunder. Tehnik pengumpulan data yang digunakan adalah kuesioner. Tehnik analisis data yang digunakan adalah analisis regresi linear berganda, uji hipotesis F dan t serta koefisien determinasi. Hasil analisis regresi linear berganda menunjukkan bahwa ada pengaruh positif antara produk, harga dan promosi terhadap keputusan pembelian dan ada pengaruh negatif antara tempat/distribusi terhadap keputusan pembelian. Hasil uji F menunjukkan bahwa ada pengaruh signifikan Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Oppo di Kecamatan Ilir Timur II Palembang. Hasil uji t menunjukkan bahwa ada pengaruh signifikan produk dan harga terhadap keputusan pembelian, sedangkan tempat/distribusi dan promosi tidak berpegaruh signifikan terhadap keputusan pembelian Smartphone Oppo di kecamatan Ilir Timur II Palembang. Hasil koefisien determinasi menunjukkan kontribusi perubahan Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Oppo di Kecamatan Ilir Timur II Palembang sebesar 80,4% dan sisanya sebesar 19,6% dijelaskan oleh variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci : Produk, Harga, Tempat/Distribusi, Promosi dan Keputusan Pembelian Rio Saputra/212019230 /2023/The Influence of Marketing Mix on Purchase Decisions of Oppo Smartphones in Ilir Timur II District, Palembang This study aims to determine the effect of the Marketing Mix on Purchase Decisions of Oppo Smartphones in Ilir Timur II Palembang District, either simultaneously or partially. The population of this research is all Oppo Smartphone consumers in Ilir Timur II Palembang sub�district whose exact number is not known. The research sample used was 100 respondents. The types of data used are primary data and secondary data. The data collection technique used is a questionnaire. The data analysis technique used is multiple linear regression analysis, testing the F and t hypotheses and the coefficient of determination. The results of multiple linear regression analysis show that there is a positive influence between product, price and promotion on purchasing decisions and there is a negative influence between place/distribution on purchasing decisions. The results of the F test show that there is a significant effect of the Marketing Mix on the Purchase Decision of Oppo Smartphones in Ilir Timur II District, Palembang. The results of the t test show that there is a significant effect of product and price on purchasing decisions, while the place/distribution and promotions do not have a significant effect on purchasing decisions for Oppo Smartphones in Ilir Timur II Palembang sub-district. The results of the coefficient of determination show that the contribution of changes in the Marketing Mix to Purchase Decisions for Oppo Smartphones in Ilir Timur II Palembang District is 80.4% and the remaining 19.6% is explained by other variables not included in this study. Keywords: Product, Price, Place/Distribution, Promotion and Purchase Decis

Item Type:	Thesis (Skripsi)
Additional Information:	1. Trisniarty Adjeng Moelyati S.E., M.M 2. Fitantina S.E., M.Si
Uncontrolled Keywords:	Produk, Harga, Tempat/Distribusi, Promosi dan Keputusan Pembelian
Subjects:	Ekonomi dan Bisnis > Bisnis Ekonomi dan Bisnis > Manajemen
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen (S1)
Depositing User:	mahasiswa Fakultas Ekonomi & Bisnis
Date Deposited:	05 May 2023 01:39
Last Modified:	05 May 2023 01:39
URI:	http://repository.um-palembang.ac.id/id/eprint/24645

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