Published date: Jul 05 2022

Journal Title: KnE Social Sciences

Issue title: The 3rd International Conference on Advance & Scientific Innovation (ICASI)

Pages: 413-424

DOI: 10.18502/kss.v7i10.11381

Desi Susantiacaivenly@stiessultanagung.ac.idManagement Study Program, Sekolah Tinggi Ilmu Ekonomi Persada Bunda

Maria SugiatManagement Study Program, Universitas Telkom

Ernest GraceManagement Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Reni Shinta DewiBusiness Administration Study Program, Universitas Diponegoro

Acai SudirmanManagement Study Program, Sekolah Tinggi Ilmu Ekonomi Sultan Agung

Ulos is one of the handicrafts which is one of the typical Indonesian clothing and has been developed from generation to generation by the Batak people, North Sumatra. The existence of Ulos handicraft products in the modern consumer market today cannot be separated from the efforts of Ulos artisans and Ulos marketers. This research is here to provide more profound knowledge related to aspects of the marketing mix (4P) which consists of elements of product, price, place and promotion on purchasing decisions of ulos handicraft products. The sample in this study amounted to 140 respondents who were determined by a convenience sampling approach. Data collection using a questionnaire instrument which is then distributed online. Data analysis using the SPSS application by displaying data processing results through research instrument tests with validity and reliability tests, multiple regression analysis, coefficient of determination, and hypothesis testing. Based on the results of data analysis, it is concluded that the marketing mix aspects of product, place and promotion have a significant influence on purchasing decisions. Then, the element of the marketing mix viewed from the part of price does not significantly affect purchasing decisions. With the presence of this research, it is hoped that it can provide additional information for Ulos artisans and Ulos business actors in developing a marketing mix with the marketing mix concept to make it more optimal.

Keywords: Purchase Decision; Ulos Products; Marketing Mix

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