TY - JOUR
T1 - The effect of supply chain strategy and marketing mixes on purchase decisions sharia productin Palembang region
AU - Rahayu, Sri
AU - Satria, Cica
N1 - Publisher Copyright:
© ExcelingTech Pub, UK.
PY - 2019
Y1 - 2019
N2 - The formulation of the problem in this study is is there any influence of the marketing mix (product, price, distribution and promotion) on the purchase decision of Palembang sharia products. The purpose of this study was to determine the effect of the marketing mix (product, price, distribution and promotion) and supply chain strategy on purchasing decisions on sharia products in the Palembang region. This research includes associative research that connects two or more variables, namely the independent variable (Product, Price, Distribution, Promotion) and the dependent variable (Purchasing Decision).The population in this study were consumers in the Palembang region. The sampling technique is the accidental sampling technique. The number of samples taken 100 respondents. The data needed is primary data while the method of data collection uses the questionnaire method. The analysis technique used is multiple linear regression, f test and t test. The results of the F-test study together / simultaneous indicate that there is an influence of the marketing mix (product, price, distribution and promotion) on purchasing decisions on sharia products in Palembang. The results of the t test one by one / partial shows that there is an influence of the marketing mix (product, price, distribution and promotion) on the purchase decision of sharia products in Palembang.
AB - The formulation of the problem in this study is is there any influence of the marketing mix (product, price, distribution and promotion) on the purchase decision of Palembang sharia products. The purpose of this study was to determine the effect of the marketing mix (product, price, distribution and promotion) and supply chain strategy on purchasing decisions on sharia products in the Palembang region. This research includes associative research that connects two or more variables, namely the independent variable (Product, Price, Distribution, Promotion) and the dependent variable (Purchasing Decision).The population in this study were consumers in the Palembang region. The sampling technique is the accidental sampling technique. The number of samples taken 100 respondents. The data needed is primary data while the method of data collection uses the questionnaire method. The analysis technique used is multiple linear regression, f test and t test. The results of the F-test study together / simultaneous indicate that there is an influence of the marketing mix (product, price, distribution and promotion) on purchasing decisions on sharia products in Palembang. The results of the t test one by one / partial shows that there is an influence of the marketing mix (product, price, distribution and promotion) on the purchase decision of sharia products in Palembang.
KW - Marketing Mix and Purchasing Decision
KW - sharia product
KW - Supply chain strategy
UR - http://www.scopus.com/inward/record.url?scp=85068338455&partnerID=8YFLogxK
M3 - Article
AN - SCOPUS:85068338455
VL - 8
SP - 389
EP - 395
JO - International Journal of Supply Chain Management
JF - International Journal of Supply Chain Management
SN - 2051-3771
IS - 3
ER -