The Effect of Marketing Mix on Purchase Decisions for PAS Leather Products in Magetan Regency in 2022

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Fergiawan Alfianto Rizkaputra

Universitas Merdeka Madiun

Alun Pratama

Universitas Pertamina

Wira Ganet Aribowo

Universitas Merdeka Madiun

Handaru Agnyana

Universitas Merdeka Madiun

Abstract

This study aims to analyze the effect of the Marketing Mix on Purchase Decisions for Pas Leather Products in Magetan Regency. This study uses a quantitative approach. The sample of this research is 100 consumers. The method of collecting data is distributing questionnaires given to respondents online. Data analysis using multiple linear analysis. The results of the study explained that (1) the product variable had a positive and significant effect on purchasing decisions, (2) the distribution channel variable had a positive and significant effect on purchasing decisions, (3) the promotion variable had a positive and significant effect on purchasing decisions, (4) the price variable did not positive and significant effect on purchasing decisions. The results of this study can be used as a reference by SMEs for business development, especially in the leather fashion industry.

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Title The Effect of Marketing Mix on Purchase Decisions for PAS Leather Products in Magetan Regency in 2022
Issue: Vol. 13 No. 1 (2024): Jurnal EKOMAKS
Section Articles
Published: Mar 30, 2024
DOI: https://doi.org/10.33319/jeko.v13i1.158
Keywords: Marketing Mix, Product, Distribution Channel, Price Promotion, Buying decision
Author
  • Fergiawan Alfianto Rizkaputra
    Universitas Merdeka Madiun
  • Alun Pratama
    Universitas Pertamina
  • Wira Ganet Aribowo
    Universitas Merdeka Madiun
  • Handaru Agnyana
    Universitas Merdeka Madiun
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How to Cite
Rizkaputra, F. A., Pratama, A. ., Aribowo, W. G. ., & Agnyana, H. . (2024). The Effect of Marketing Mix on Purchase Decisions for PAS Leather Products in Magetan Regency in 2022. JURNAL EKOMAKS Jurnal Ilmu Ekonomi Manajemen Dan Akuntansi, 13(1), 383–392. https://doi.org/10.33319/jeko.v13i1.158
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