PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (Survei Pengguna Smartphone Dengan Merek iPhone Pengunjung Pusat Grosir Cililitan (PGC) Jakarta)

NUGRAHA, MUHAMMAD RIZKI (2012) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN (Survei Pengguna Smartphone Dengan Merek iPhone Pengunjung Pusat Grosir Cililitan (PGC) Jakarta). S1 thesis, Universitas Negeri Jakarta.

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Abstract

ABSTRACT Muhammad Rizki Nugraha, 2012, Influence Of Marketing Mix Strategy towards Purchasing Decision, Survey : Smartphone User which The Brand is iPhone Who Visits Pusat Grosir Cililitan (PGC), Jakarta. Skripsi, Jakarta. Concentration in Marketing Management, S1 Management Study Program, Department of Management, Faculty of Economics, State University of Jakarta. The purpose of the research are : 1) to know the description for the marketing mix of product, pricing, distribution channels and promotion and the implication toward purchasing decision, 2) to know the influence of product, price, place and promotion towards purchasing decision separately, 3) to know the influence of marketing mix of product,price,placement,promotion toward purchasing decision in together. The analysis implemented in this research is multiple regresion analysis. The method of this research is non-probability sampling, that look 185’s user of iPhone who visit PGC,Jakarta. Data collected by using quitionaire and cultivated using SPSS 19. The result of t test for product is 5.068 with a value significantly is 0.000 It means product has a significant influence on purchase decisions. The result of t test for price 1.278 with a value significantly is 0.203. It means that the pricing does not have significant influence on purchase decisions. The result of t test for placement is a 3.538 with a significant value is 0.001. It means placement has a significant influence on purchase decisions. The result for t test for promotion results is 2.755 with a significant value is 0.006. It means promotion has a significant influence on purchase decisions. The result of R is 0.308 or 30.8%. it means purchasing decision is affected by marketing mix of product, price,placement,promotion as much as 30.8%. Keywords: Marketing Mix, Product, Pricing, Placement, Promotion, Purchasing Decision.

Item Type: Thesis (S1)
Additional Information: Pembimbing I: Dr. Mohamad Rizan, SE, MM ; Pembimbing II: Dra. Basrah Saidani, M.Si
Subjects: Ilmu Sosial (Social Science) > Perdagangan, Komunikasi, Transportasi (Commerce, Communications, Transportation) > Perdagangan (Commerce, Trade)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Perikalanan (Advertising)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 05 Feb 2018 04:34
Last Modified: 05 Feb 2018 04:34
URI: http://repository.fe.unj.ac.id/id/eprint/2937

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