Pengaruh Marketing Mix Terhadap Niat Beli Konsumen di Meru Luxury Denpasar

Putu Bagus Maniek Keane Devadatta; Ni Wayan Lasmi

doi:10.59024/jumek.v4i3.729

Authors

Putu Bagus Maniek Keane Devadatta Universitas Pendidikan Nasional Denpasar Indonesia
Ni Wayan Lasmi Universitas Pendidikan Nasional Denpasar Indonesia

DOI:

https://doi.org/10.59024/jumek.v4i3.729

Keywords:

Consumer Behavior, Consumer Purchase Intention, Marketing Mi, Meru Luxury Denpasar, Purchase Decision

Abstract

This study was conducted to analyze the influence of the marketing mix, consisting of product, price, place, and promotion, on consumer purchase intention at Meru Luxury Denpasar amid sales fluctuations and increasing competition in the branded product business. The objective of this study was to determine the effect of the marketing mix on consumer purchase intention at Meru Luxury Denpasar. This research employed a quantitative approach and was conducted at Meru Luxury Denpasar in 2025, involving 100 respondents selected based on Hair et al.'s theory. Data were collected using an online questionnaire with a five-point Likert scale. The collected data were tested through validity, reliability, normality, heteroscedasticity, and linearity tests before being analyzed using multiple linear regression, t-tests, F-tests, and the coefficient of determination (R²) with the assistance of SPSS to examine the effects of product, price, promotion, and place on consumer purchase intention. The results showed that the Product, Price, Promotion, and Place variables had a positive and significant effect on consumer purchase intention, both partially and simultaneously, indicating that good product quality, appropriate pricing, effective promotion, and a strategic location can increase consumer purchase intention, with a combined contribution of 35.1% to the variation in consumer purchase intention.

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