Pengaruh Bauran Pemasaran (Produk, Harga, Promosi, Tempat) terhadap Keputusan Pembelian pada Giordano CSB Mall Cirebon

Abstract

This study aims to analyze the effect of the marketing mix consisting of product, price, promotion, and place on purchasing decisions at the Giordano CSB Mall Cirebon outlet. The research used a quantitative associative approach with a survey method. Primary data were collected through a Likert-scale questionnaire from 100 consumers selected using purposive sampling. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination using IBM SPSS. The statistical output reported in the thesis appendix shows that product had a significance value of 0.621, price 0.002, promotion 0.416, and place 0.716. Thus, price was statistically significant at the 5% level, while product, promotion, and place were not statistically significant in the partial tests. The simultaneous test produced F = 55.325 with significance 0.000, while R² was 0.722. The findings indicate that the four marketing-mix variables jointly explain a substantial proportion of variation in purchasing decisions, while price is the only variable showing a statistically significant partial relationship in the reported model. The regression output also indicates multicollinearity for several independent variables, so partial coefficient interpretations should be made cautiously.