PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN FASHION MUSLIMAH (Studi kasus pada Suna Gallery Banjarmasin)
Keywords:
Product, Price, Place, Promotion, Purchase DecisionAbstract
The aim of this research is to determine whether the Marketing Mix, comprising Product, Price, Place, and Promotion, has an influence on the purchase decisions of Muslimah products at Suna Gallery Banjarmasin, both partially and simultaneously. The general population in this study consists of customers making purchasing decisions at Suna Gallery, while the target population for this research is customers who made purchases during the period from January to December 2022. The research sample was selected using the Purposive sampling technique, and with the Slovin formula, a sample size of 84 individuals was determined. The analysis method in this research employs the Likert Scale for research questionnaires, data processing with SPSS version 25.0, data presentation using tables, and statistical data analysis using classic assumption test analysis methods, multiple regression analysis, coefficient of determination, and hypothesis testing. Based on the results of this research, it is evident that product, place, and promotion have an influence on purchase decisions at Suna Gallery. However, the price variable does not significantly affect purchase decisions. Simultaneously, the Marketing Mix has an influence on the purchase decisions of Muslimah fashion products at Suna Gallery Banjarmasin
References
Alma, Buchari dan Ratih Hurriyati. 2008. Manajemen Corporate dan Strategi Pemasaran Jasa Pendidikan. Bandung: Alfabeta.
Amalia, Friska Ersa. 2022.Perilaku Konsumen Terhadap Pembelian Produk Fashion di Vilshop Madiun Menurut Perspektif Ekonomi Islam. Jurusan Ekonomi Syariah, Fakultas Ekonomi dan Bisnis Islam, Institut Agama Islam Negeri Ponorogo. Dosen Pembimbing Dr. H. Luthfi Hadi Aminuddin, M.Ag.
Assauri, Sofjan. 2013. Manajemen Pemasaran. Jakarta : Rajawali Pers.
Buchari, Alma, 2012. “Manajemen Pemasaran dan Pemasaran Jasa”. Bandung : CV Alfabeta.
Duwi Priyatno. 2012. Cara Kilat Belajar Analisis Data dengan SPSS 20. Yogyakarta: Andi Offset
Fandi, Tjiptono. 2014. Service, Quality & Satisfaction. Edisi 3. Yogyakarta: Penerbit Andi
Fandy Tjiptono. 2015. Strategi Pemasaran, Edisi 4, Andi Offset, Yogyakarta.
Fure, Hendra. 2013. Lokasi, Keberagaman Produk, Harga, dan Kualitas Pelayanan Pengaruhnya Terhadap Minat Beli Pada Pasar Tradisional Bersehati Calaca. Jurnal EMBA. Vol.1, No.3, September 2013: 273-283.
Ghozali, Imam. 2011. “Aplikasi Analisis Multivariate Dengan Program SPSS”. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. 2013. Aplikasi Analisis Multivariate dengan Program IBM SPSS 21 Update PLS Regresi. Semarang: Badan Penerbit Universitas Diponegoro.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang : Badan Penerbit.
Husein Umar, 2004, Metode Penelitian Untuk Skripsi Dan Tesis Bisnis, Cet ke 6, Jakarta : PT Raja Grafindo Persada.
Kotler dan Gary Amstrong. (2016). Dasar-dasar Pemasaran.Jilid 1, Edisi Kesembilan.Jakarta: Erlangga. p125
Kotler, Keller. (2009). Manajemen Pemasaran. Penerbit Erlangga. JakaraKotler, Philip and Gerry Armstrong. 2016. Principle of Marketing, 15th Edition. New Jersey: Pearson Pretice Hall.
Kotler, Philip and Kevin Lane Keller, 2016. Marketing Managemen, 15th Edition, Pearson Education,Inc.
Kotler, Phillip dan Kevin Lane Keller.(2016). Manajemen Pemasaran edisi 12 Jilid 1 & 2.Jakarta: PT. Indeks.
Lupiyoadi,R. (2013). Manajemen Pemasaran Jasa. Jakarta : Salemba Empat
Nufus, Zainatun. 2022. Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian Konsumen Pada Konsumen Zadir Hijab Collection Jambi. Program Studi Ekonomi Syariah Fakultas Ekonomi dan Bisnis Islam Universitas Islam Negeri Sulthan Thaha Saifuddin Jambi. Dosen Pembimbing Dr. Putri Apria Ningsih, S.E.I., M.A.
Piriyapada, S. 2018. Factors Affecting Satisfaction and Repurchase Intention from Clothing. Lecturer of Business Administration Program, 123–136.
R. Naufal, and R. H. Magnadi, "Pengaruh Promosi, Harga, dan Kualitas Pelayanan terhadap Keputusan Pembelian (Studi Pada Rahma Rahmi Collection)," Diponegoro Journal of Management, vol. 6, no. 4, pp. 197-205, Aug. 2017
Saladin, Djaslim. 2016. Manajemen Pemasaran, Analisis Perencanaan Pelaksanaan, Unsur-unsur Pemasaran. Bandung: CV. Linda Karya.
Sugiyono, 2020. Metode Penelitian Kualitatif. Bandung: Alfabeta.
Sugiyono. 2016. Metode Penelitian Bisnis. Bandung: Alfabeta
Tjahjono, Amelia; Prof. Dr. Semuel, Hatane MS; M. R. Karina, Ritzky; Brahmana, S.E., M.A. Analisa Marketing Mix, Lingkungan Sosial, Psikologi terhadap Keputusan Pembelian Online Pakaian Wanita. JURNAL MANAJEMEN PEMASARAN PETRA Vol. 1, No. 2, (2013) 1-9.
Tjiptono, Fandy. 2014, Pemasaran Jasa –Prinsip, Penerapan, dan Penelitian, Andi Offset, Yogyakarta.
This work is licensed under a 