Pengaruh bauran pemasaran terhadap keputusan pembelian konsumen pada seblak teh mil

Abstract

Purpose: This research goals to identify the impact of a combination of 4P marketing elements, i.e. products, prices, places, promotions, on the purchase interest of Seblak Teh Mil. Seblak Teh Mil is a popular seblak seller in the Rajabasa Pramuka district of Bandar Lampung. Besides that it tastes good, the choice of contents is many, and has the uniqueness of its self service.

Methodology/approach: This study is a quantitative research conducted at Seblak Teh Mil. The data obtained from the questionnaire shared to the respondents then measured with the Likert scale. To determine the sample size with a margin of error of 5% and sample of 280 respondents using Isaac and Michael sampling methods. Data analysis techniques applied include double linear regression, hypothetical testing using F, t, and R2 tests.

Results/findings: Based on research results, product prices, promotions, and places simultaneously have a significant influence on purchasing interests of Seblak Tea Miles while partially products, prices, and locations have significant influences on buying interests, and promotion has not influences on buying interests Seblak Teh Mil.

Limitations: The limitations in this research are time and the lack of research variables, causing the results to not include other factors that the impact of a combination of 4P marketing elements,  on the purchase interest of Seblak Teh Mil.

Contribution: The results of this study can be used as a basis for consideration in evaluating the marketing performance of Seblak Teh Mil in order to increase sales and income, and this research is an additional insight and reference for those interested in similar research