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Borneo Islamic Finance and Economics Journal Pub Date : 2022-12-31 DOI:10.21093/bifej.v2i2.5160

Sarnining Sarnining, Muhammad Iswadi, Y. Yusran

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摘要

摘要本研究的目的是确定产品、价格、地点和促销对萨玛林达大商场头巾的购买决策有部分和同时的显著影响。本研究采用定量方法，因为它强调通过统计程序分析数据，测量研究变量来检验理论。本研究使用了四个变量X和Y，分别是产品变量(X1)、价格变量(X2)、地点变量(X3)、促销变量(X3)和购买决策变量(Y)。本研究使用的数据类型为一手数据和二手数据。使用的抽样方法是使用科克伦公式与100名受访者的样本。本研究的数据收集方法采用观察法、问卷调查法和文献法。本研究的数据分析技术采用了效度检验、信度检验、经典假设检验(包括正态性检验、多重共线性、异方差、线性和自相关)以及多元线性回归分析检验(包括t检验、F检验和R检验)。研究结果表明，产品变量对购买决策有部分显著影响，显著值为0.043≤0.05;价格变量部分对采购决策无显著影响，显著值为0.733≥0.05，地点变量部分对采购决策有显著影响。当购买显著值为0.000≤0.05时，促销变量对购买决策有部分显著影响，显著值为0.000≤0.05。本研究结果表明，产品、价格、地点和促销变量同时对购买决策有显著影响，显著值为0.000≤0.05。本研究中所有变量的影响为73.4%，其他变量的影响为26.6%。关键词:伊斯兰营销组合购买决策

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Pengaruh Bauran Pemasaran Islami Terhadap Keputusan Pembelian Hijab Di Big Mall Samarinda

Abstract The purpose of this study is to determine the product, price, place, and promotion partially and simultaneously have a significant effect on purchasing decisions for hijab at Big Mall Samarinda. This study uses quantitative methods because it emphasizes testing theories through measuring research variables by analyzing data with statistical procedures. In this study, four variables X and Y variables were used, namely the product variable (X1), price (X2), place (X3), promotion (X3), and purchase decision (Y). The types of data used in this study are primary and secondary data. The sampling method used is by using the Cochran formula with a sample of 100 respondents. The method of data collection in this study used observation, questionnaires/questionnaires and documentation. The data analysis technique in this study uses a validity test, reliability test, classical assumption test consisting of (normality test, multicollinearity, heteroscedasticity, linearity, and autocorrelation), and multiple linear regression analysis test consisting of (t test, F test, and test R). The results of this study indicate that the product variable partially has a significant effect on purchasing decisions with a significant value of 0.043 ≤ 0.05, the price variable partially has no significant effect on purchasing decisions with a significant value of 0.733 ≥ 0.05, the place variable partially has a significant effect on decisions. purchases with a significant value of 0.000 ≤ 0.05, the promotion variable partially has a significant effect on purchasing decisions with a significant value of 0.000 ≤ 0.05. The results of this study indicate that the product, price, place, and promotion variables simultaneously have a significant effect on purchasing decisions with a significant value of 0.000 ≤ 0.05. The effect of all variables in this study was 73.4% while 26.6% was influenced by other variables. Keywords: Islamic Marketing Mix on Purchase Decision

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Borneo Islamic Finance and Economics Journal

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