Faktor-Faktor yang Memengaruhi Keputusan Pembelian Produk Susu di Kedai Moo Nyusu Margahayu Kec. Bekasi Timur Kota Bekasi

Herliani, Rani (2023) Faktor-Faktor yang Memengaruhi Keputusan Pembelian Produk Susu di Kedai Moo Nyusu Margahayu Kec. Bekasi Timur Kota Bekasi. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

One of the businesses engaged in processed fresh milk is Moo Nyusu. Moo Nyusu has 19 flavors and is here as a healthy drink that is popular with the public and its existence continues to this day. This study aims to determine: (1) Marketing mix factors influence purchasing decisions at Moo Nyusu Margahayu shop, and (2) What marketing mix factors have the most influence on purchasing decisions at Moo Nyusu Margahayu shop. This research uses a survey method and the analytical tool used is Multiple Linear Regression. The results of this study indicate that simultaneously the product, price, place and promotion variables have a significant effect on purchasing decisions. Partially the product, price and promotion variables have a significant effect on the purchasing decision variable, while the place variable has no significant effect on the purchasing decision of Moo Nyusu products. The price variable is the most influential factor on purchasing decisions for Moo Nyusu products.
Keywords: marketing mix, purchasing decision, and milk.

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