Pengaruh Marketing Mix Terhadap Keputusan Pembelian Sosis Bakar Telolet Di Wonogiri (Studi Pada Masa Pandemi Covid 19)

Abstract

The development of business in Indonesia continues to increase, competition in the business world is becoming increasingly fierce. The Businessmen are required to be more paid attention to the consumer needs. One of the businesses that are currently in demand by consumers is the culinary business. This business sector tends to continue to increase, both in terms of quality and quantity. Even in the Covid 19 pandemic, culinary has been a considering worth business. One of the culinary businesses that are simple but not empty of visitors is grilled sausage (Sosis Bakar). This study aims to determine the effect of the marketing mix on purchasing decisions for telolet grilled sausages in Wonogiri (study during the covid 19 pandemics). The independent variables in this study are product, price, place, and promotion, while the dependent variable is purchasing decisions. The number of the sample consists of 100 consumers of the consumers of Sosis Bakar Telolet Winogiri. This sampling used purposive sampling. The test instruments used in this study were validity and reliability tests. The analysis technique used is multiple linear regression. The results of this study indicate that the product, price, and promotion variables have a significant effect on purchasing decisions for Sosis Bakar Telolet Wonogiri while the variable of place has no significant effect on purchasing decisions for Sosis Bakar Telolet Wonogiri. Meanwhile, the most dominant variable is the price variable.