Pengaruh Strategi Pemasaran terhadap Keputusan Konsumen: Studi pada PT Alhijaz Indowisata

Abstract

This study aimed to analyze the effect of Price, Product, Promotion and Place about Consumer Buying Decisions of The Travel Packages or Workship Packages Umroh dan Hajj PT. Alhijaz Indowisata. The research methodology used as quantitative method with cross section data and primary data obtained from the distribution of questionnaires. Mechanical sampling using a purposive sampling method with data in 2020. The data analysis technique used is multiple linear regression to test the validity, reliability test, the test model stability, linearity test, normality test, classic assumption test (multicollinearity test, heteroscedasticity test) and hypothesis testing t-statistic and f-statistics to examine the effect together with a significance level of 5%. The results of this study showed that partially the Price, Product, Promotion and Place variables have a significant effect on Consumer Decisions Buying the Travel Packages or Workship Packages Umroh dan Hajj PT. Alhijaz Indowisata. Meanwhile, simultaneously the independent variables Price, Product, Promotion and Place together have a significant relationship to the dependent variable, namely Consumer Decision. Coefficient of determination of this study showed 61.80% result, it shows that variations in the independent variables are Price, Product, Promotion and Place is able to explain the rise and fall of the dependent variable variation Consumer Decision is 61.80%, while the remaining 38.20% affected by other independent variables