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The Effect of Marketing Mix Towards the Buying Decisions for Vicco Chocolate in Sekar Employee Cooperation in Jember Regency



Triyas Meilana Anggraeni
Study Programme of Agroindustry Management
Department of Agribussiness Management


ABSTRACT

This research takes place in Sekar Employee Cooperation. The research’s variable used are Product (X1), Price (X2), Promotion (X3), Distribution Cahannel (X4), and Buying Decision (Y). The aim of this research is to know the effect of marketing mix toward the buying decision for Vicco Chocolate in Sekar Employee Cooperation in Jember Regency. The data analysis technique employed in this research is Multiple Linier Regression, Analysis including Determination Coefficient, Classical Assumption Test, F test, and T test using SPSS 19.0 for Windows. The results of the research carried out the regression test t test showed that the variables that have a significant effect on purchasing decisions are products and distribution channels, while variables that have no significant effect on purchasing decisions are prices and promotions. F test regression testing shows that product, price, promotion, and distribution channels simultaneously have a significant effect on purchasing decisions. Variables that have the most dominant influence on purchasing decisions are distribution channelsvariables.


Keywords: Product, Price, Promotion, Distribution Channel, and Buying Decision