The Influence of Marketing Mix on Rocket Chicken Purchase Decisions Among Yogyakarta Students
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Dec 1, 2024
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Keyword: Marketing Mix – Purchasing Decisions
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Abstract
Yogyakarta offers a wide variety of fast-food options, with numerous fast-food restaurants located throughout the city. This study focuses on the influence of the marketing mix on purchasing decisions at Rocket Chicken among University students in Yogyakarta. The research adopts a quantitative approach, utilizing questionnaires distributed to students from various universities in the region. The Sampling technique is Purposive Sampling, targeting 100 respondents determined using the Lemeshow formula. Data analysis methods include classical assumption tests, simple linear regression analysis methods include classical assumption tests, simple linear regression analysis, and hypothesis testing. The simple linear regression analysis resulted in the equation Y= 5.567 + 0.768X. The coefficient of determination indicates that 60.9% of purchasing decisions are explained by the variables studied, while the remaining percentage is influenced by factors outside the scope of this research. The T-test results demonstrate that the Marketing Mix (X) significantly impacts Purchasing Decisions (Y) (0.000<0,050)
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References
Andriyanto, L., Syamsiar, S., Widowati, I., Agribusiness, P. S., & Agriculture, F. (2019). Received on: January 20, 2019 ; Approved on: 21 April 2019. 20(1), 26–38.
H. Rifa'i, A. (2021). Introduction to Research Methodology. In Antasari Press.
Karunia H, H., Ashri, N., & Irwansyah, I. (2021). The Phenomenon of Social Media Use: A Study on the Theory of Uses and Gratification. Journal of Business Technology and Information Systems, 3(1), 92–104. https://doi.org/10.47233/jteksis.v3i1.187
Ningsih, F. F., Suharto, A., & Wibowo, Y. G. (2021). The Influence of Marketing Mix on Snack Purchase Decisions at UD Vira Jember. Journal of Social and Exact Science Research, 1(1), 7–16. https://doi.org/10.47134/trilogi.v1i1.3
Priya, D. V., & Annapoorni, M. (2022). Impact of use & gratification theory and user generated content on purchase intention. International Journal of Health Sciences, 6(March), 1274–1282. https://doi.org/10.53730/ijhs.v6ns3.5278
Purbohastuti, A. W. (2021). The MARKETING MIX EFFECTIVENESS ON INDOMARET’S CONSUMER PURCHASE DECISION. Sains Manajemen, 7(1), 1–17. https://doi.org/10.30656/sm.v7i1.2707
S, V. F. (2015). Marketing mix Marketing mix. 2(2), 29–44. https://www.academia.edu/
Sahir, S. (2022). "Research Methodology".
Yunita Prihastuti, & Endang Widayati. (2019). Analysis of the Influence of Marketing Mix on Purchase Decisions (Case Study on PT. Tunas Indonesia Tours And Travel Yogyakarta Branch). Journal of Tourism and Economy, 2(1), 66–75. https://doi.org/10.36594/jtec/7w22h795
Article Sidebar
Main Article Content
Abstract
Yogyakarta offers a wide variety of fast-food options, with numerous fast-food restaurants located throughout the city. This study focuses on the influence of the marketing mix on purchasing decisions at Rocket Chicken among University students in Yogyakarta. The research adopts a quantitative approach, utilizing questionnaires distributed to students from various universities in the region. The Sampling technique is Purposive Sampling, targeting 100 respondents determined using the Lemeshow formula. Data analysis methods include classical assumption tests, simple linear regression analysis methods include classical assumption tests, simple linear regression analysis, and hypothesis testing. The simple linear regression analysis resulted in the equation Y= 5.567 + 0.768X. The coefficient of determination indicates that 60.9% of purchasing decisions are explained by the variables studied, while the remaining percentage is influenced by factors outside the scope of this research. The T-test results demonstrate that the Marketing Mix (X) significantly impacts Purchasing Decisions (Y) (0.000<0,050)
Article Details
References
Andriyanto, L., Syamsiar, S., Widowati, I., Agribusiness, P. S., & Agriculture, F. (2019). Received on: January 20, 2019 ; Approved on: 21 April 2019. 20(1), 26–38.
H. Rifa'i, A. (2021). Introduction to Research Methodology. In Antasari Press.
Karunia H, H., Ashri, N., & Irwansyah, I. (2021). The Phenomenon of Social Media Use: A Study on the Theory of Uses and Gratification. Journal of Business Technology and Information Systems, 3(1), 92–104. https://doi.org/10.47233/jteksis.v3i1.187
Ningsih, F. F., Suharto, A., & Wibowo, Y. G. (2021). The Influence of Marketing Mix on Snack Purchase Decisions at UD Vira Jember. Journal of Social and Exact Science Research, 1(1), 7–16. https://doi.org/10.47134/trilogi.v1i1.3
Priya, D. V., & Annapoorni, M. (2022). Impact of use & gratification theory and user generated content on purchase intention. International Journal of Health Sciences, 6(March), 1274–1282. https://doi.org/10.53730/ijhs.v6ns3.5278
Purbohastuti, A. W. (2021). The MARKETING MIX EFFECTIVENESS ON INDOMARET’S CONSUMER PURCHASE DECISION. Sains Manajemen, 7(1), 1–17. https://doi.org/10.30656/sm.v7i1.2707
S, V. F. (2015). Marketing mix Marketing mix. 2(2), 29–44. https://www.academia.edu/
Sahir, S. (2022). "Research Methodology".
Yunita Prihastuti, & Endang Widayati. (2019). Analysis of the Influence of Marketing Mix on Purchase Decisions (Case Study on PT. Tunas Indonesia Tours And Travel Yogyakarta Branch). Journal of Tourism and Economy, 2(1), 66–75. https://doi.org/10.36594/jtec/7w22h795