Hasnikdias, Keviana (2024) Pengaruh Media Marketing dan Harga terhadap Keputusan Pembelian Melia Propolis di Stokis Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

The research background is the existence of technological developments that quickly penetrated the business world, especially marketing because of its ease of access. The research objectives were to describe media marketing, prices and purchasing decisions of propolis melia in Malang stockists, analyze the influence of media marketing and prices on purchasing decisions of propolis melia in stockists. Malang, and Analyzing between Media Marketing and prices that have the most influence on purchasing decisions of propolis melia in Malang stockists.
The research method used explanatory research with data collection distributing questionnaires to a total of 150 respondents, namely people who decided to buy and use melia propolis products in Malang stockists for the first time at the time the research was conducted. Data were analyzed using multiple linear regression, SPSS-25.
The results showed that the Media Marketing variable was determined by attractiveness, especially for Melia Propolis products, which had a unique and attractive way of marketing, at prices determined by price competitiveness, especially for Melia Propolis, giving cashback if the product was not suitable, and purchasing decisions were determined by repurchasing, especially because of the superiority of propolis melia products. Media Marketing and prices influence Melia Propolis Purchasing Decisions in Malang Stockists, and prices most influence Melia Propolis Purchasing Decisions in Stockists.

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