MARKETING INTELLIGENCE AND MARKETING MIX IT SEEMS TOWARDS PURCHASING DECISIONS (RESEARCH ON UKM BATIK SEKARLATHI INYOGYAKARTA)

Abstract

The purpose of this research is to examine the effect of marketing intelligence on purchasing
decisions, to examine the effect of marketing mix on purchasing decisions, and to examine
the effect of marketing intelligence and marketing mix on purchasing decisions at Batik
Sekarlathi Yogyakarta. This type of research is a quantitative descriptive study. The
population of this sresearch was all consumers of Batik Sekarlathi Yogyakarta using
Incidental sampling as many as 90 people. The data collection method in this research is a
questionnaire. The data analysis method used in this research is descriptive analysis method
and multiple linear regression analysis. The results of the F test show that the Marketing
Intelligence and Marketing Mix variables significantly influence the Purchasing Decision of
Batik Sekarlathi consumers. The Adjusted R2
value of 0.763 shows that Marketing
Intelligence and Marketing Mix Affect Purchasing Decisions by 76.3% and the remaining
23.7% is explained by other variables not explained in this study.