Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Batik Tulis

Studi Pada CV. Sekar Agung Desa Kebonagung Kabupaten Lumajang

  • Batih Sri Wilujeng STIE Widya Gama Lumajang
  • Hartono Hartono STIE Widya Gama Lumajang
  • Sukma Irdiana STIE Widya Gama Lumajang


This study consists of product variables, prices, places, promotions on purchasing decisions both partially and simultaneously.  This study uses primary data obtained from the results of filling out questionnaires to customers on CV.  Sekar Agung Kebonagung Village, Lumajang Regency.  The analytical method is multiple linear regression.  The results of multiple linear regression show that the product, price, place, not partially influence the purchasing decision, while promotion has a positive and significant influence on purchasing decisions.  Products, prices, places and promotions have a positive and significant influence on purchasing decisions which are products, prices, places, promotions.  While the remaining 84.0% are purchasing decisions that are influenced by other variables not examined in this study.  Based on the results of this study, CV.  Agung Sekon, Regency of Kebonagung Lumajang Regency needs to develop products in terms of product quality, design, size and price, price lists that are obtained, discounts, attention to placement and always make  promotions so products can be known to the public.