Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Paket Wisata Di Biro Perjalanan Wisata Cv. Sandy Trip Travel Samarinda

Daud Fitter Fredrik

Abstract


This study aims to determine whether or not the influence of the marketing mix on the decision to purchase a tour package at CV Sandy Trip Travel Samarinda is true or not. The number of sampling used is 100 respondents with a minimum age limit of 18 years. The subjects in this study were users and potential users of CV Sandy Trip Travel Samarinda services. The results of this study indicate that there is an influence between the product and the decision to purchase a tour package at CV Sandy Trip Travel Samarinda with a t-count value of the product variable of 2.845 and a significance level of 0.019 using a confidence level = 95% (0.05). Then there is an influence between Price and Decision to Purchase Tour Packages at CV Sandy Trip Travel Samarinda with a t-count value of the Price variable of 1.742 and a significance level of 0.511 using a confidence level = 95% (0.05). Furthermore, there is an influence between the Place variable and the decision to purchase a tour package at CV Sandy Trip Travel Samarinda, that the t-count value of the Place variable is 1.769 and a significance level of 0.636 using a confidence level = 95% (0.05) and there is no influence between Promotion and decision purchasing a tour package at CV Sandy Trip Travel Samarinda with a t-count value of the Place variable of -1.317 and a significance level of 0.795 using a confidence level = 95% (0.05). Then there is a simultaneous or joint effect between variables X and Y with a calculated F value of 2.691 and F calculation greater than F table (2,465), meaning that there is an influence between the marketing mix on purchasing decisions. Furthermore, the coefficient value has a value of 0.66, which means that the marketing mix variable contributes 66% to the decision to purchase tour packages at CV Sandy Trip Travel Samarinda and the remaining 36% contribution is given by variables or other factors outside of this research.


Keywords


Marketing Mix, Purchase Decision and Travel

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References


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DOI: http://dx.doi.org/10.54144/jadbis.v10i1.6677

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