PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PADA SWALAYAN INDOMARET

This study aims to analyze the influence of the marketing mix, consisting of product, price, place, and promotion, on consumer purchasing decisions at Indomaret Landungsari. The research employed a quantitative approach with accidental sampling involving 105 respondents. Data were analyzed using multiple linear regression to determine both partial and simultaneous effects of each variable. The findings indicate that all marketing mix variables-product, price, place, and promotion-have a positive and significant influence on purchasing decisions, as shown by the significance value of 0.001 (<0.05) for each variable. Promotion is identified as the most dominant factor affecting purchasing decisions, evidenced by the highest regression coefficient of 0.335. The coefficient of determination (R²) of 0.457 reveals that 45.7% of purchasing decisions are influenced by the marketing mix variables, while the remaining percentage is affected by other factors beyond this study. These results emphasize the importance of implementing an effective marketing mix strategy, particularly through strengthening promotional efforts, to enhance consumer purchasing decisions.