Keputusan Pembelian Berdasarkan Bauran Pemasaran Dan Faktor Psikologis Pada Rumah Makan Nasi Pecel Tanggul Jember

ABSTRACT
The formulation of the problem in this research is how the influence of the product, price, place, promotion, motivation, perception, and attitude towards the purchase decision of the Tanggul Station Restaurant in Jember. The purpose of this research is to find out and analyze the influence of the product, price, place, promotion, motivation, perception, and attitude towards purchasing decisions partially. The theory used in this research is marketing management theory, marketing mix, psychological factors and purchasing decisions. The study was conducted on consumers Restaurant Station Embankment Jember. This type of quantitative descriptive research using quota sampling method with a sample of 70 respondents. The nature of the research is explanatory. By using the hypothesis test the results show that the product, price, place, promotion, motivation, perception, and attitude have a significant effect on purchasing decisions. Regression test shows that the product, price, place, promotion, motivation, perception, and attitude have a positive effect on purchasing decisions and the test of the coefficient of determination is 93.6%, which means the purchase decision is influenced by the product, price, place, promotion, motivation, perception, and attitude while the remaining 6.4% is influenced by other variables outside the study.
Keywords: product, price, place, promotion, motivation, perception, attitude and purchasing decision