PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI SUPPLEMENT CURCUMA EMULTION DI BANJARMASIN

Abstract

The purpose of this study were to: (1) determine the influence of product, price, promotion and distribution partially to consumers’s decisions on purchasing Curcuma Emultion in Banjarmasin, (2) determine the effect of product, price, promotion and distribution simultaneously to the consumers’s decision on purchasing Curcuma Emultion supplement in Banjarmasin, and (3) to know which of the marketing mix variables has the most dominant influence on consumer’s decisions on purchasing Curcuma Emultion supplements in Banjarmasin. This study is a research survey with a population of consumers who make purchases Curcuma Emultion supplement in drug stores in Banjarmasin in the last two months. Samples taken in this study are 100 respondents. Sampling technique based on Accidental Sampling. Data analysis was performed by multiple regression method. Based on the results of regression analysis showed that simultaneously variables product, price, promotion and distribution have influence on purchasing decisions of Curcuma Emultion supplement in Banjarmasin. The four independent variables are the variables product, price, promotion and distribution are able to explain the changes of purchasing decision of Curcuma Emultion supplement Banjarmasin about 71 percent. While partially variable product, promotion, distribution has positive and negative effect on the price of consumer decisions in buying supplements in Banjarmasin. Produk Emultion Curcuma is the dominant variable affecting the Curcuma Emultion supplement purchasing decision in Banjarmasin.