PENGARUH STRATEGI PEMASARAN 4P TERHADAP KEPUTUSAN PEMBELIAN PRODUK FASHION DI DHY HIJAB CABANG JOMBANG

Abstrak

Abstract: Marketing strategy has a fundamental function when making decisions in making purchases. This study aims to determine the impact of the 4P marketing strategy (Product, Price, Place, and Promotion) on purchasing decisions for fashion products at DHY Hijab, Jombang branch. The method used is quantitative with data collection techniques using questionnaires. The population of this study were customers of DHY Hijab, Jombang Branch, for the sample used in this study was 100 people with a purposive sampling technique. The data analysis used was the multiple linear regression method using SPSS 26. The results of this study are that the product has no impact on purchasing decisions, price has no impact on purchasing decisions, place has a significant impact on purchasing decisions, and promotion has a significant impact on purchasing decisions, simultaneously, product, price, place, and promotion have a significant effect on purchasing decisions.

Abstract: Marketing strategy has a fundamental function when making decisions in making purchases. This study aims to determine the impact of the 4P marketing strategy (Product, Price, Place, and Promotion) on purchasing decisions for fashion products at DHY Hijab, Jombang branch. The method used is quantitative with data collection techniques using questionnaires. The population of this study were customers of DHY Hijab, Jombang Branch, for the sample used in this study was 100 people with a purposive sampling technique. The data analysis used was the multiple linear regression method using SPSS 26. The results of this study are that the product has no impact on purchasing decisions, price has no impact on purchasing decisions, place has a significant impact on purchasing decisions, and promotion has a significant impact on purchasing decisions, simultaneously, product, price, place, and promotion have a significant effect on purchasing decisions.