PENGARUH MARKETING MIX (7P) TERHADAP KEPUTUSAN PEMBELIAN IPHONE PADA MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIDHA

satu perusahaan dimana perusahaan mampu mengendalikannya agar dapat mempengaruhi respon pasar sasaran. Penelitian ini bertujuan untuk mengetahui pengaruh marketing mix (7p) yaitu produk, harga, promosi, tempat, orang, proses, dan bukti fisik terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas secara parsial dan simultan.
Penelitian ini merupakan penelitian kuantitatif dengan metode pengumpulan angket skala Likert dengan populasi mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas yang jumlahnya tidak diketahui. Jumlah responden yang diambil dalam penelitian ini adalah 138 responden menggunakan rumus Cochran.
Berdasarkan hasil penelitian dan analisis data dengan metode teknik pengumpulan angket skala Likert, uji instrument, uji asumsi klasik, dan regresi linear berganda yang di olah menggunakan SPSS (Stastitical Package for the Social Sciences) menunjukkan bahwa: (1) uji t (parsial) produk berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, harga tidak berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, promosi berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, tempat berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, orang tidak berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, proses berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis, dan bukti fisik berpengaruh terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis. (2) uji F (simultan) produk, harga, promosi, tempat, orang, proses, dan bukti fisik berpengaruh positif terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas.(3) Koefisien determinasi berganda (R2) terdapat 82,5% pengaruh marketing mix (7p) terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas dan terdapat 17,5% dipengaruhi oleh variable lain dari luar.
Kesimpulan dari penelitian ini adalah marketing mix (7p) produk, promosi, tempat, proses, bukti fisik berpengaruh positif. Harga dan orang berpengaruh negatif terhadap keputusan pembelian iPhone pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Dharma Andalas.
Kata kunci : produk, harga, promosi, tempat, orang, proses, bukti fisik, keputusan pembelian i-Phone.
xi
SUMMARY
The marketing mix or marketing mix (7p) is a good marketing tool within a company where the company is able to control it in order to influence the target market response. This study aims to determine the effect of marketing mix (7p), namely product, price, promotion, place, people, process, and physical evidence on iPhone purchasing decisions for students of the Faculty of Economics and Business, Dharma Andalas University partially and simultaneously.
This research is a quantitative study with a Likert scale questionnaire collection method with an unknown population of students of the Faculty of Economics and Business, Dharma Andalas University. The number of respondents taken in this study was 138 respondents using the Cochran formula.
Based on the results of research and data analysis using the Likert scale questionnaire collection technique, instrument test, classical assumption test, and multiple linear regression processed using SPSS (Stastitical Package for the Social Sciences) shows that: (1) t test (partial) product has a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, price has a negative effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, promotion has a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, place has a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, people have a negative effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, process has a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, and physical evidence has a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business. (2) F test (simultaneously) product, price, promotion, place, people, process, and physical evidence have a positive effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, Dharma Andalas University. (3) The coefficient of multiple determination (R2) is 82.5% of the influence of the marketing mix (7p) on iPhone purchasing decisions for students of the Faculty of Economics and Business, Dharma Andalas University and there are 17.5% influenced by other variables from outside.
The conclusion from this study is that the marketing mix (7p) product, promotion, place, process, physical evidence has a positive effect. Price, and people has a negative effect on iPhone purchasing decisions for students of the Faculty of Economics and Business, Dharma Andalas University.
Keywords: product, price, promotion, place, people, process, physical evidence, i-Phone purchasing decisions.