Analisis pengaruh marketing mix terhadap keputusan di “Swalayan X” Surabaya

Binarto, Janet Nico (2005) Analisis pengaruh marketing mix terhadap keputusan di “Swalayan X” Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Develop perception can through product, price, promotion, given service and place. product which have brand and with quality can draw consumer to buying. Considering that progressively expanding era and technology in various area and also the existence of comments that product which with quality nicely can be used by for the duration of llama, this means that consumer will buy product which with quality and have brand compared to product which do not with quality and do not have brand with ascription that if using product which is have brand and with quality, hence we will be well guaranted to quality of the product. besides price, promotion, place, and service also will influence consumer to decision of purchasing. with existence of good service hence consumer will lick lips, because licking lips hence the consumer will return to buy the the product. Pursuant to clarification above can realize that by product which with quality and have brand and also good service is very important matter which cannot be underestimated off hand. Therefore, researcher feel to interest to study the quality of product, price, promotion, place, and service having an effect on to decision of purchasing. Pursuant to enter method can be explained that from 157 obtained sampel and processed with obtained by doubled regresi analysis of R value = 0,847, while parsial correlation coefficient between X1 with Y equal to 0,757 meaning that relation sliverring between X1 variable with Y equal to 75,7%, parsial correlation coefficient between X2 with Y equal to 0,412 meaning that relation sliverring between X2 variable with Y equal to 41,2%, parsial correlation coefficient between X3 with Y equal to 0,115 meaning that relation sliverring between X3 variable with Y equal to 11,5% and parsial correlation coefficient between X5 with Y equal to 0,022 meaning that relation sliverring between X5 variable with Y equal to 2,2%. doubled Coefficient deterrninasi value ( R2) equal to 0,709 is. Fourth independent variable that is quality of product, service, price, and place by together have an effect on signifikan to dependen variable decision of purchasing. This matter can be seen from result of F test where Fhitung ( 96,184) > Ftabel ( 2,431). Besides is also known that thitung value for the variable of X1 ( 14,298), X2 ( 5,582), bigger than ttabel value ( 1,976) ; this show signifikan influence between independent variable by parsial to dependen variable, but most [of] signifikan and dominant is X1 variable (quality of product). While for the variable of X3 ( 1,427) and X5 ( 0,267) having an effect on not signifikan.

Item Type: Thesis (Masters)
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 07:59
Last Modified: 26 Jun 2015 07:59
URI: http://repository.wima.ac.id/id/eprint/2557

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