The influence of product, price, promotion, and place on the purchase decision of Xiaomi smartphones in STIE Muhammadiyah Jakarta students

Viniyati Maftuchach, Abdurrahman Rachman, Andri Gunawan and Sutar Sutar
Additional contact information
Viniyati Maftuchach: STIE Muhammadiyah Jakarta
Abdurrahman Rachman: STIE Muhammadiyah Jakarta
Andri Gunawan: STIE Muhammadiyah Jakarta
Sutar Sutar: STIE Muhammadiyah Jakarta

Journal of Economics and Business Letters, 2022, vol. 2, issue 4, 14-19

Abstract: Along with the development of hardware technology such as mobile phones. The most consumptive market for mobile phone marketing is the Asian market, especially in Indonesia. More and more mobile phone manufacturers are popping up, this provides many choices for consumers. This research was conducted on campus 2 (Minangkabau) STIE Muhammadiyah Jakarta Jl. Minangkabau Raya No. 60 - South Jakarta. The time of this research was carried out in July 2020. The research design used in this study is causality research involve 100 respondents. the results of the T Test (Partial) it is known that the independent variable price (X2), Promotion (X3) partially has a significant influence on purchasing decisions, while the product variable (X1), place (X4) partially has no significant effect on purchase decision. From the results of the Partial Test (T test) it is known that from the four marketing mix the most dominant on purchasing decisions is the price variable (X2). Understanding marketing for companies is very important to realize the needs and desires of customers, determine the target market offered. Thus, marketing insights are also very beneficial for companies to provide the right products, services, and programs to serve the market to optimize sales.

Keywords: Marketing Mix; Product; Price; Promotion; Place; Smartphone (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journal.privietlab.org/download.php?id=367 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:prv:jeblpv:172

Ordering information: This journal article can be ordered from
https://journal.priv ... EBL/article/view/172

DOI: 10.55942/jebl.v2i4.172

Access Statistics for this article

More articles in Journal of Economics and Business Letters from Privietlab Research Center
Bibliographic data for series maintained by Mochammad Fahlevi ().