PENGA RUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN SHAMPOO CLEAR DI PEKANBARU

Abstract

This study aims to determine how the influence of the Marketing Mix on Purchasing Decisions and consumer satisfaction of Clear Shampoo products in Pekanbaru. The population in this study was all the people of Pekanbaru who had used Clear Shampoo whose number was unknown. The sampling technique uses non-probability sampling using the method of acidental sampling, namely sampling based on coincidence, ie anyone who happens to meet with this researcher and is considered suitable to be a source of data will be the sample of this study, so the number of samples in this study were 110 respondents. Analysis of the data used is path analysis (path analysis) which is processed with SPSS version 21. The results showed that 1) Marketing Mix had a positive and significant effect on purchasing decisions, 2) Marketing Mix had a positive and significant effect on consumer satisfaction through purchasing decisions, and 3) Purchasing Decisions had a positive and significant effect on Consumer Satisfaction. The better the Marketing Mix will increase the Purchase Decision, the better the Marketing Mix towards Consumer Satisfaction which through Purchasing Decisions will increase, whereas the better the Purchasing Decision will increase Consumer Satisfaction.

Keywords: Marketing Mix, Purchasing Decisions and Satisfaction Consumer