Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kepala Ikan Kakap Merah Di Asrori Sri (AS) Kota Bekasi

Yusuf, Naufal Nurdiansyah (2026) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kepala Ikan Kakap Merah Di Asrori Sri (AS) Kota Bekasi. Sarjana (S1) thesis, Universitas Islam 45.

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Abstract

This study aims to analyze the influence of the marketing mix, consisting of product, price, promotion, and process, on purchasing decisions for red snapper heads at Asrori Sri (AS)
supplier in Cimuning, Bekasi City. The method used was a survey method, distributing questionnaires to 33 respondents restaurants that are regular customers. Data were analyzed
using multiple linear regression with the help of SPSS 26 software. The results showed a coefficient of determination (R Square) of 0,479, meaning that 47,9% of the purchasing decision variables were influenced by these four variables. Partially, the price, promotion, and process variables had a significant influence, while the product variable had no significant influence. Simultaneously, the product, price, promotion, and process variables had a significant influence on purchasing decisions for red snapper heads.

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