ANALISIS BAURAN PEMASARAN USAHA KECIL MENENGAH (UKM) MAKANAN RINGAN (STUDI KASUS DI CIKARANG)

Abstract

This research was conducted to determine the factors that influence purchasing decisions based on the marketing mix, namely, product, price, location, promotion in snack food purchasing decisions in Cikarang. The data collection research method used is a quantitative method using a questionnaire with 100 respondents. The research method was purposive with sampling taken by chance. The analysis in this study uses classic assumption analysis, hypothesis testing using multiple linear regression. Based on the analysis of statistical data, the indicators in this study are valid and reliable. The most influential variables are promotional variables with a regression coefficient of 0.649, while the smallest variable that does not affect is the location variable with a Regression coefficient of 0.011.