Date: 27-10-2021 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS


Author Eunike Dian Ardanti
Category Manajemen Pemasaran


State of the business continues to grow and bring innovative companies in advancement so that the survival of the company is maintained. Thus, a company should always pay attention and monitor the development of marketing activities by implementing the right marketing mix policies and integrated according to the situation and condition of the company .The purpose of this study to determine the effect of variables simultaneously and partial product, price , promotion and distribution of the AS Card purchase decision (Case Study at STIE Malangkucecewara Malang), and to determine the variable product , price , promotion and distribution of the dominant influence on purchase decisions U.S. Card (Case Study at STIE Malangkucecwara Malang). The method used in this study is the method of saturated samples . Total sample method is the sampling technique used when all members of the population as a sample .The results prove the variable product , price , promotion and distribution of simultaneous significant effect on purchasing decisions in the AS Card at STIE Malangkucecwara Malang . This can be explained from hasill test shows the calculated F 21.495 F greater than F table 2.32 with a significant level of 0.000 ) from 1,661 t table with confidence level is less than (<) 5 % , then the decision of the Ho is rejected and Ha accepted . Results adjusted R2 value of 0.500 can be explained that 50% of purchasing decisions in the U.S. Card at STIE Malangkucecwara Malang able to be explained by the variable product ( X1 ) , price ( X2 ) , Promotion ( X3 ) , and Distribution ( X4 ) and 50 % or 0,500 caused by other variables that are not observed .