Abstrak Devi Kamalia, Pengaruh Marketing Mix Terhadap Keputusan Pembelian (Studi Pada Sentra “Mutira Batik” Pamekasan), dibawah bimbingan Mohamad Tambrin, dan Yustina Crismardani. Tujuan dari penelitian ini untuk mengetahui variabel-variabel dalam marketing mix yang meliputi produk, harga, promosi, dan distribusi, seberapa besar marketing mix : produk, harga, promosi, dan distribusi menurut persepsi konsumen. Dan lokasi dalam penelitiannya dilaksanakan di Kabupaten Pamekasan yang merupakan konsumen di Mutiara batik. Penelitian ini merupakan penelitian kuantitatif dengan pendekatan survey jumlah sampel 50 konsumen. Pada penelitian ini variabel bebasnya terdiri dari produk, harga, promosi, dan distribusi. Sedangkan variabel terikatnya adalah keputusan pembelian konsumen. Metode penelitian sampel yang digunakan adalah non probability sampling . untuk pengujian instrumen menggunakan uji Validitas, Realibilitas dan uji Asumsi Klasik. Sedangkan metode analisi data yang digunakan untuk men guji hipotesis adalah menggunakan regresi linier berganda dengan menggunakan uji F dan uji T. Hasil penelitian menunjukkan bahwa varabel nilai adjusted R Squere sebesar Angka Adjusted R Square menunjukkan bahwa 20% variasi keputusan pembelian dapat dijelaskan oleh ke empat variabel independen dalam persamaan regresi linier berganda. Sedangkan sisanya sebesar 80% dijelaskan oleh variabel lain diluar keempat variabel yang digunakan dalam penelitian ini. Berdasarkan uji F variabel Marketing mix yang terdiri dari produk (x1), harga (x2), promosi (x3) dan distribusi (x4) secara simultan berpengaruh signifikan terhadap keputusan pembelian pada masyarakat Kabupaten Pamekasan. Berdasrkan uji t diketahui bahwa hanya variabel produk (x1) yang berpengaruh terhadap keputusan pembelian, sedangkan variabel harga (x2), promosi (x3), dan distribusi (x4) tidak berpengaruh terhadap keputusan pembelian. Kata kunci : Marketing mix dan Keputusan Pembelian

Abstract Devi Kamalia, Influence Marketing Mix Against Purchase Decision (Study in Mutiara sentra Batik Pamekasan), under the guidance of Muhamad Tambrin, and Yustina Crismardani. The purpose of this study was to determine the variables in marketing mix which consist of : produk, price, promotion, and distribution based on customer perseption. This research study took place in Mutiara Batik Pamekasan. This research applied quantitative method. The samples were taken purposively as many as 50 consumers . In this study,the independent variable consists of product, price, promotion and distribution . Meanwhile the isolated variabel is the consumer buying decision. The research sample for this approach was non probability sampling method. Validity, reliability and classic Assumtion tests were still belived as research instruments test. On the other hand, double linier regression with F -test and t-test are used in data analysis process. The researh study has yielded that the value of Adjusted R-Squere is 20% of buying of buying decision can be explened by four of independen variables with in double linier regression for the rest 80% of it. May explain by others variable however, based on F-test for “Marketing Mix” (product, price, promotion, and distribution) were simultaneous significanty affected with the buying decision of people in Pamekasan municipality. In the end, based on t-test has showed that “produk” variabel were affected with the buying decision, whereas price, promotion and ditribution variables were not affected to the buying decision. Keywords : Marketing Mix, Buying Decision

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