NURSYAHFITRI, NPM 2201100131 (2026) PENGARUH STRATEGI PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA OUTLET MINUMAN BOBA FITRI FOODIES DI RANTAUPRAPAT. Tugas_Akhir(Artikel) IKRAITH-EKONOMIKA, 9 (2). pp. 2469-2480. ISSN 2654-4946(p-ISSN) 2654-7538(e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh strategi pemasaran terhadap keputusan pembelian pada Outlet Minuman Boba Fitri Foodies di Rantauprapat. Strategi pemasaran dalam penelitian ini terdiri dari produk, harga, tempat, dan pelayanan. Penelitian ini menggunakan pendekatan kuantitatif. Sampel dalam penelitian ini berjumlah 96 responden yang merupakan konsumen Fitri Foodies. Data dikumpulkan melalui penyebaran kuesioner dan dianalisis menggunakan regresi linear berganda dengan bantuan SPSS versi 23. Hasil penelitian menunjukkan bahwa produk, harga, tempat, dan pelayanan secara parsial berpengaruh positif dan signifikan terhadap keputusan pembelian. Pelayanan merupakan variabel yang paling dominan dengan nilai t hitung sebesar 4,586. Secara simultan, produk, harga, tempat, dan pelayanan berpengaruh positif dan signifikan terhadap keputusan pembelian, dengan nilai F hitung sebesar 129,828 dan nilai signifikansi sebesar 0,000. Hasil uji koefisien determinasi menunjukkan nilai R Square sebesar 0,851, yang berarti bahwa 85,1% keputusan pembelian dapat dijelaskan oleh produk, harga, tempat, dan pelayanan, sedangkan 14,9% sisanya dijelaskan oleh faktor lain di luar model penelitian. Oleh karena itu, penerapan strategi pemasaran yang efektif, khususnya dalam meningkatkan kualitas pelayanan, berperan penting dalam meningkatkan keputusan pembelian konsumen pada Outlet Minuman Boba Fitri Foodies di Rantauprapat. Kata kunci: Strategi Pemasaran, Produk, Harga, Tempat, Pelayanan, Keputusan Pembelian =========================================== This study aims to determine and analyze the effect of marketing strategy on purchasing decisions at Fitri Foodies Boba Beverage Outlet in Rantauprapat. The marketing strategy in this study consists of product, price, place, and service. This research used a quantitative approach. The sample consisted of 96 respondents who were consumers of Fitri Foodies. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS version 23. The results showed that product, price, place, and service partially had a positive and significant effect on purchasing decisions. Service was the most dominant variable, with a t-value of 4.586. Simultaneously, product, price, place, and service had a positive and significant effect on purchasing decisions, with an F-value of 129.828 and a significance value of 0.000. The coefficient of determination test showed an R Square value of 0.851, indicating that 85.1% of purchasing decisions could be explained by product, price, place, and service, while the remaining 14.9% was explained by other factors outside the research model. Therefore, the implementation of an effective marketing strategy, particularly in improving service quality, plays an important role in increasing consumer purchasing decisions at Fitri Foodies Boba Beverage Outlet in Rantauprapat. Keyword : Marketing Strategy, Product, Price, Place, Service, Purchasing Decision
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Strategi Pemasaran, Produk, Harga, Tempat, Pelayanan, Keputusan Pembelian===============Marketing Strategy, Product, Price, Place, Service, Purchasing Decision |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 16 Oct 2026 07:52 |
| Last Modified: | 16 Oct 2026 07:52 |
| URI: | http://repository.ulb.ac.id/id/eprint/2914 |
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