The Influence of Marketing Mix on Purchase Decision at
OMI Mini Market Palembang
Erdiansyah
1
, Likdanawati
2
, Hamdiah
2
, and Sri Porwani
3
1
University of PGRI Palembang, Indonesia
2
University of Malikussaleh Lhokseumawe, Indonesia
3
Politeknik Darusalam Palembang, Indonesia
Abstract. In marketing aspects, we recognize that there is a marketing mix
involved. The objective of this research is to determine the influence of Prices,
Promotions, and Places concurrently with the Consumer Purchase Decision at
OMI Mini Market Palembang. This research utilizes questionnaire as an
instrument for collecting perception data from respondents. Analytical
techniques applied in this research were descriptive analysis and causal analysis.
Descriptive analysis wasapplied to acknowledge and elucidate the characteristics
of variables examined in a situation, whereas causal analysis was designed to
examine whether one event causes other events. This research techniques with
SPSS v.21.
The results of this research within multiple linear regression analyses indicate
that there is a simultaneous influence between Price, Promotion, and Places with
the Consumer Purchase Decision at OMI Mini Market Palembang. Likewise, the
influence rate of marketing mix of Consumer Purchase decision at OMI Mini
Market Palembang with price, promotion, and the place is significant.
Keywords: Marketing mix ꞏ Consumer purchase decision
1 Introduction
The simplest definition of marketing is the process of managing the relationship
between the seller and customer that is mutually beneficial. The two marketing goals
are to attract new customers promising value excellence as well as maintaining and
growing existing customers by providing satisfaction. The American Marketing
Association (AMA), cited by (Kotler and Keller 2009), defines marketing management
as follows: "Marketing management as the art and science of selecting target markets
and obtaining, maintaining, and growing customers by creating, delivering, and
communicating value superior customers." In marketing, we know that there is a
marketing mix, in this case, consisting of everything that a company can do to influence
the demand for its products.To be able to achieve the company's goals; to reach the
seventh market and meet or serve consumers, in this case the company or organization
does not just have a combination of the best, to carry out marketing programs
effectively and efficiently, so that consumers want to buy and use the products offered
by our company.
Erdiansyah, ., Likdanawati, ., Hamdiah, . and Porwani, S.
The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang.
DOI: 10.5220/0009853800002900
In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting (MIICEMA 2019), pages 207-214
ISBN: 978-989-758-582-1; ISSN: 2655-9064
Copyright
c
 2022 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved
207

The activities referred to in the definition are decisions in four variables, namely
product, promotion, price, and place. To be able to achieve the company's goals,
namely, to reach the intended market and meet or serve consumers as effectively as
possible, these activities need to be combined, integrated, and well-coordinated. In this
case, the company or organization not only has the best but also has to coordinate
various elements of the marketing mix, to carry out marketing programs effectively and
efficiently so that potential customers use/buy products offered by producers.
In the past, marketers could understand consumers through the daily sales
experience they gained. However, the increasingly diverse mindset and needs of
consumers that make marketing managers have to increasingly depend on consumer
research to get answers to the following small questions about the increasingly diverse
needs and desires of consumers. Therefore, businesses must know and study consumer
purchasing decisions based on several marketing mix factors or other external factors.
(Tjiptono 201), a product is anything that can offer to considered, requested, sought,
bought, used, and or consumed by the market as a fulfillment of the needs and desires
of the relevant market. From the above understanding, it can be interpreted that the
product is the output of the activities carried out by producers, which will be marketed
to consumers using marketing strategies.
According to (Mursid 2014), promotion is persuasive communication, inviting,
urging, persuading, and convincing. then simply promotion is a way or effort by a
marketer so that the products offered are bought or used by consumers. (Tjiptono 2015),
prices play a strategic role in marketing. If the price is too high, the relevant product
will not be affordable by certain target markets or even the customer value will be low,
if the price is too low, the company will find it difficult to make profits or some
consumers perceive the quality to be poor
(Tjiptono 2015), in general, distribution refers to a variety of marketing activities
that seek to facilitate and facilitate the delivery or distribution of goods and services
from the product to consumers.
(Tjiptono 2015), the buying process starts long before someone buys a product and
subscribes for a long time afterward.
2 Methods
This research method is quantitative. This type of research is descriptive research.
According to Sekaran (2014: 159), descriptive analysis is carried out to find out and be
able to explain the characteristics of the variables studied in a situation. This study uses
a causal research design. According to Celsi, Money, Samuel, and Page (147: 2011),
the causal research design is designed to test whether one event causes another event.
According to Sugiyono (2015: 80) Population is a generalization area consisting of
objects/subjects that have certain qualities and characteristics determined by
researchers to be studied, and then conclusions can be drawn. The population in this
study were consumers who visited the mini-market Omi Palembang, from the period of
January to April 2019, during the four-months. In this study, the population was 1,125
consumers with an error rate of 10%. Based on the calculation of the Solving formula,
the results are 100 consumers. This research uses nonprobability sampling.
Nonprobability sampling is a sampling technique that does not provide equal
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opportunity or opportunity for each element or member of the population to be selected
as a sample. This research uses purposive sampling technique. According to Sugiyono
(2015: 122), purposive sampling is a sampling technique with specific considerations.
This research uses primary and secondary data. Primary data obtained from the
results of the questionnaire. While secondary data comes from journals, theses, books,
research results, and other information deemed relevant to this research topic.
Descriptive analysis is carried out to find out and be able to explain the
characteristics of the variables studied in a situation. According to Sekaran, (2014: 159)
the purpose of this analysis is to give researchers a history or to describe aspects that
are relevant to the phenomenon of attention from the perspective of a person,
organization, industry orientation, or others
The data analysis technique used is multiple linear regression. According to
Sugiyono (2015: 277) multiple linear regression is used by researchers, if the researcher
intends to predict how the state of the dependent variable, if two or more independent
variables as predictors it manipulated.
Table 1. Following are the research variables used in this study can be seen in the following
table.
No. Concept Variable Research Indicato
r
1 Marketing Mix (X)
Price (X1)
1. PriceAffordable
2. Price accordin
g
to
q
ualit
y
3. Com
p
etitive Prices
Promotion (X2)
1. Attractive Advertising
2. Promotional Media Used can
Provide Information
3. Promotion Quantity.
Place (X3)
1. Traffic flow
2. Accessibilit
y
3. Location characteristics
2 Purchase Decision (Y) Buying decision
1. Reco
g
nize needs
2. Reco
g
nize information
3. The decision to bu
y
4. Post-
p
urchase behavior.
3 Results
This research has passed the classical assumption test, which includes the normality
test, the multicollinearity test, and the heteroskedasticity test. The normality test with
the Kolmogorov-Smirnov One-Sample Test shows that the Amp.Sig (2-tailed) value of
Kolmogorov-Smirnov is 0.164> 0.05. From the results of the normality test, it can
conclude that the residual value normally distributed means that it supports the
normality test with a histogram and normal p-plot unstandardized regression. The
results of the multicollinearity test can conclude that there is no multicollinearity
between the price, promotion, and place variables in the regression model. Meanwhile,
the heteroskedasticity test results can conclude that there was no heterogeneity problem
in the regression model.
The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang
209

This study uses multiple regression test because there is more than one independent
variable that affects the dependent variable (Sugiyono 2015). The independent
variables of this study include price, promotion, and place, while the dependent variable
is the consumer's purchasing decision.
Table 2. Following the table below is linear multiple:
Coefficients
a
Model
Unstandardized
Coefficients
Standardized
Coefficients
t Sig.
B Std. Error Beta
1
(Constant) 13.219 1.950 6.778 .000
Price (X1) .759 .180 .691 4.216 .000
Promotion (X2) .453 .186 .393 2.429 .017
Place (X3) .147 .077 .180 1.910 .059
Source: Primary Data Processed
Based on the above table, it is known that the constant value is 6.778 with the price
variable coefficient value is 4.216, the promotion variable coefficient value is 2.429,
the place variable coefficient value is 1.910. Based on the calculation in the table above,
the multiple linear regression equation is as follows:
Y = a + b1x1 + b2x2 + b3x3
Y = 6.778 + 4.216X1 + 2.429X2 + 1.910X3
(1)
From the above equation, several things can be analyzed, including:
1. Purchase decision, if without the variable price, promotion and place equal to
0, then the purchase decision is only 6,778.
2. The coefficient of the variable price of 4.216; which means that if the price
increases by one unit, the purchasing decision will increase by 4.216.
3. The coefficient of the promotion variable is 2.429; which means that if the
promotion has increased by one unit, the purchasing decision will increase by
2.429.
4. Place variable coefficient of 1.910; which means that if a place increases by
one unit, the purchasing decision will increase by 1.910.
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Table 3. Following are the conclusions of the partial test results of each hypothesis.
Variable T count T tabel Sig. statement conclusion
Price (X1)
4,216 1,9847 ,000
T
count
> t
table,
with a
significance level of
0,000 <α 0,05
Partially there is the
influence of price on
p
urchasin
g
decisions
Promotion
(X2)
2,429
1,9847
,017
T
count
> t
table,
with a
significance level of
0,017<α 0.05
Partially there is the
influence of
promotion on
p
urchasing decisions
Place (X3)
1,910
1,9847
,059
T
count
> t
table,
with a
significance level of
0.059<α 0.05
Partially there is the
influence of place on
p
urchasin
g
decisions
Source: Primary Data Processed
Based on the calculation results in the table above, it can be that the results of the
hypothesis test carried out obtained results:
1. Effect of Price Variables on Purchasing Decision Variables
Based on the above table, it found that Ho rejected. With at t count of 4.216,
which is higher than 1.9842. Thus, the variable price has a significant effect on
consumer purchasing decisions in the Palembang OMI mini market. For
Palembang OMI mini-market consumers, prices affect the purchasing decisions
of consumers who shop.
2. Effect of Promotional Variables on Purchasing Decisions
Based on the table above, it can be that Ho rejected. Is because t count is 2.429,
which is higher than 1.9842. Thus, promotion variables significantly influence
consumer purchasing decisions in Palembang OMI mini market.
3. Effect of Place Variables on Purchasing Decisions
Based on the table above, it can be that Ho rejected. Because the t count is
1.910, which is smaller than 1.9842. Thus, place variables significantly
influence purchasing decisions.
The following are the results of the simultaneous test of each hypothesis: Results of
Research Variable Calculations
Table 4. ANOVA
a
.
Model Sum of S
q
uares df Mean S
q
uare F Si
g
.
1
Re
g
ression 9.631 3 3.210 7.350 .000
b
Residual 41.929 96 .437
Total 51.560 99
Source: Primary Data Processed
Based on the table above, it can be that Ho rejected and H
1
is accepted. The value of
the F test, the amount of Fcount 7.350> Ftable is 2.70 which means that there is a
significant effect if carried out simultaneously or together in price, promotion and place
on consumer purchasing decisions. The calculation of the coefficient of determination
The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang
211

R
2
is also performed to find out the contribution made by the three research variables
to consumer purchasing decisions, an analysis of the model summary table is carried
out, as follows:
Table 5. Model Summary
b
.
Model R R Square Adjusted R
Square
Std. Error of
the Estimate
Durbin-
Watson
1 ,647
a
,453 ,549 1,44649 1,843
Source: Primary Data Processed
In Table 5, it is known that the contribution made by the variable price, promotion and
place to consumer purchasing decisions is 45.3% while. Other factors outside the
research framework influence the remaining 54.7 %.
4 Discussion
Based on the above table, it is known that the constant value is 6.778 with the price
variable coefficient value is 4.216, the promotion variable coefficient value is 2.429,
the place variable coefficient value is 1.910. Based on the calculation in the table above,
the multiple linear regression equation is as follows:
Y = a + b1x1 + b2x2 + b3x3
Y = 6.778 + 4.216X1 + 2.429X2 + 1.910X3
(1)
From the above equation, several things can be analyzed, including:
1. Purchase decision, if without the variable price, promotion and place equal to
0, then the purchase decision is only 6,778.
2. The coefficient of the variable price of 4.216; which means that if the price
increases by one unit, the purchasing decision will increase by 4.216.
3. The coefficient of the promotion variable is 2.429; which means that if the
promotion has increased by one unit, the purchasing decision will increase by
2.429.
4. Place variable coefficient of 1.910; which means that if a place increases by
one unit, the purchasing decision will increase by 1.910.
Based on the calculation results in the table above, it can be that the results of the
hypothesis test carried out obtained results:
1. Effect of Price Variables on Purchasing Decision Variables
Based on the above table, it found that Ho rejected. With at t count of 4.216,
which is higher than 1.9842. Thus, the variable price has a significant effect on
consumer purchasing decisions in the Palembang OMI mini market. For
Palembang OMI mini-market consumers, prices affect the purchasing decisions
of consumers who shop.
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212

2. Effect of Promotional Variables on Purchasing Decisions
Based on the table above, it can be that Ho rejected. Is because t count is 2.429,
which is higher than 1.9842. Thus, promotion variables significantly influence
consumer purchasing decisions in Palembang OMI mini market.
3. Effect of Place Variables on Purchasing Decisions
Based on the table above, it can be that Ho rejected. Because the t count is
1.910, which is smaller than 1.9842. Thus, place variables significantly
influence purchasing decisions.
Based on the table above, it can be that Ho rejected and H
1
is accepted. The value
of the F test, the amount of Fcount 7.350> Ftable is 2.70 which means that there is a
significant effect if carried out simultaneously or together in price, promotion and place
on consumer purchasing decisions. The calculation of the coefficient of determination
R
2
is also performed to find out the contribution made by the three research variables
to consumer purchasing decisions, an analysis of the model summary table is carried
out, as follows:
5 Conclusions
Based on the research conducted by the author, it can conclude that there are several
points regarding this research, namely:
The three variables (X) include in the active category, which means they are
arguably right.Consumer purchasing decisions at the Palembang OMI mini market fall
into the active category, which means that purchasing decisions of consumers who shop
at the Palembang OMI mini market are right.
Based on the equation of the results of multiple linear regression analysis of the
three variables, the most influential is the price dimension which has the highest
regression coefficient. Whereas the place variable has a low regression coefficient
compared to other variables.The coefficient of determination on the price, promotion,
and place variables has a significant influence on consumer purchasing decisions while
the rest s influenced by other variables not included in this research
model.Simultaneously, it can conclude that the f count is 7.350, then there is a
significant influence between the price, promotion and place variables with consumer
purchasing decisions.Partially, the impact of the three variables on consumer
purchasing decisions in Palembang OMI mini market shows that all have a significant
effect
Research, it is expected that the owners of the Palembang OMI mini market will be
able to see what else needs can make consumers buy goods in their place. According to
the regression analysis from the study, the lowest variable of the other variables is the
place variable. Place variables are where the location of the building of the mini market
is currently; this can help consumers more easily come to buy what consumers want.
He Palembang OMI mini market can also conduct studies to improve itself.
The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang
213

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