ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI SWALAYAN (STUDI KASUS: KONSUMEN SWALAYAN X)

Dyah Paramitha Wardhani, NIM.: 21106060052 (2025) ANALISIS FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN DI SWALAYAN (STUDI KASUS: KONSUMEN SWALAYAN X). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This study aims to analyze the influence of the 4P marketing mix factors consisting of product, price, place, and promotion on consumer purchasing decisions at Supermarket X. The 4P marketing mix represents one of the most fundamental marketing strategies in business activities. This research employs a quantitative approach using a survey method by distributing questionnaires to consumers who have shopped at Supermarket X at least twice during the period from March 2024 to February 2025. The sample consisted of 100 respondents, determined using the Rao Purba formula. Data analysis was performed using SPSS software version 25. The results show that the price variable has the most dominant influence on purchasing decisions, as indicated by the highest regression coefficient value. Based on the t-test results, the product, price, and place variables significantly influence purchasing decisions, as their calculated t-values are greater than the t-table values. Meanwhile, the promotion variable does not significantly influence purchasing decisions, as its calculated t-value is lower than the t-table value. The results of the F-test indicate that the calculated F-value is greater than the F-table value, with a significance level of 0.000. This means that the 4P marketing mix variables simultaneously have a significant influence on consumer purchasing decisions. The magnitude of the influence of the independent variables (X) on purchasing decisions is indicated by the coefficient of determination (R²) value of 72.2%. Therefore, all hypotheses in this study are accepted, except for the effect of the promotion variable on consumer purchasing decisions at Supermarket X.

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