Effect of Marketing Mix on Decisions Purchase of Al-Ikhlas Mart Cooperative Business Unit Al-Ikhlas Islamic Boarding School Taliwang

Abstract

This study aims to determine the effect of the marketing mix on increasing the decision to purchase products for santri and santriwati equipment at the Al-Ikhlas Mart cooperative unit Al-Ikhlas Islamic Boarding School, the specific objectives are as follows: elements of the Marketing Mix / Marketing Mix that covering products, prices, locations, and promotions influence the purchasing decisions of santri and santriwati equipment products and know among the four elements in the Marketing Mix / Marketing Mix which includes products, prices, location and promotions, which most influence the purchasing decisions of santri and santriwati equipment products. This study uses a descriptive quantitative approach that is supported by data through interviews, documentation, observation, and questionnaires given to respondents. The results showed that the effect of the marketing mix can be proven from the results of the operation of the multiple linear regression equation with the F-test test analysis, from the F-test (Simultaneous Test) it was proven that the independent variables had a significant influence together on the purchasing decision. By comparing Fount with F-table, where the F-count function is 11.144, F-count is greater than Ftable (11.144> 3.26). Place variable (X4) is the most dominant influence compared to other X variables, as evidenced by the t-count owned by place (X4) of 4,007 which is greater than the t-table value owned by other variables.