Pengaruh Marketing Mix Terhadap Keputusan Pembelian Di Shopee
Keywords:
bauran pemasaran, keputusan pembelian.Abstract
Penelitian ini bertujuan untuk memeriksa besarnya pengaruh aspek-aspek bauran pemasaran (7 P)
terhadap keputusan pembelian di Shopee. Metode yang digunakan yaitu kualitatif deskriptif,
menggunakan regresi berganda. Hasil penelitian secara parsial menunjukkan hanya price dan place
yang berpengaruh secara parsial terhadap variabel keputusan pembelian. Hasil uji F-hitung
menunjukkan nilai 15,883 dengan nilai signifikan 0,000 yang berarti bahwa keempat aspek bauran
pemasaran berpengaruh secara simultan terhadap keputusan pembelian di Shopee
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Published: 2022-12-24
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