The Influence of The Marketing Mix on The Decisions Of Umkm In Choosing People's Business Credit in The Covid-19 Pandemic Time at Bri Unit Karya Medan

Abstract

This study aims to determine the effect of the Marketing Mix on Purchasing Decisions in choosing KUR products at BRI Unit Karya Medan jointly or simultaneously and partially as well as knowing the variables that have a positive and negative effect on Decisions in choosing KUR products at BRI Unit Karya Medan. The type of research used is a quantitative approach. The sampling technique uses Non Probability Sampling using Accidental Sampling research types. The number of samples in this study amounted to 80 respondents. Methods of data collection through the distribution of questionnaires. The data analysis technique used is descriptive analysis and multiple linear regression analysis, coefficient of determination, t test (partial) and F test (simultaneous). The results showed that the Fcount value was 6.338 with a significance of 0.000. Known ftable with an alpha of 5% or 0.05 of 2.14. The results of these calculations show that Fcount is greater than Ftable, namely 6.338 > 2.14 with smaller significance than alpha, namely 0.000 <0.005. Based on the results of the t test it can be seen that there is one independent variable that partially has a positive or significant influence on purchasing decisions, namely Process (process), while the variables that have no influence significant to Purchase Decision are Product, Price, Place, Promotion, People and Physical Evidence variables. The dominant variable on purchasing decisions is Process.