Pengaruh Strategi Pemasaran Terhadap Keputusan Pembelian Konsumen Pada Toko Tia Azka Grosir Dan Eceran Di Kota Lhokseumawe

Abstract

This research was conducted to find out and analyze the effect of product, price, promotion, place, people, process, and physical evidence on purchasing decisions for micro, small and medium enterprises at the UMKM Tia Azka Shop in Lhokseumawe City.  The data used in this research is primary data through a questionnaire.  The number of samples is 96 respondents.  Sampling used by the author is using nonprobability sampling method.  Data were analyzed using multiple linear regression models.  The results of the study found that product, price, promotion, process, physical evidence had a significant effect, while place, people did not have a significant effect on purchasing decisions for micro, small and medium enterprises at the UMKM Tia Azka Shop in Lhokseumawe City.  The results of the coefficient of determination with an R Square value of 0.499 show that product (X1), price (X2), promotion (X3), place (X4), people (X5), process (X6), and physical evidence (X7) have the ability to  explained the effect on purchasing decisions at the Tia Azka Store in Lhokseumawe City by 49.0%.

Keywords:   Product, Price, Promotion, Place, People, Process, Physical                    Evidence,  Purchase Decision