Analisis pengaruh faktor-faktor marketing mix terhadap keputusan pembelian sepatu-sandal di Sumber Jadi Pusat Grosir Surabaya

Kusumawati, Ratna Jaya (2008) Analisis pengaruh faktor-faktor marketing mix terhadap keputusan pembelian sepatu-sandal di Sumber Jadi Pusat Grosir Surabaya. Masters thesis, Widya Mandala Catholic University Surabaya.

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Abstract

The purposes of this research are to knowing the influence from marketing mix (product, price, location and distribution channel, also promotion) to purchasing decision, both the simultant influence and the partial influence, also to knowing marketing mix's factors that give a dominant influence to purchasing decision. Research method uses a survey with spreading questionnaire to 100 respondents. Sampling method use non random sampling with purposive sampling (sampling is taken based on a characteristic). Analysis tool uses regression multiple analysis with hypothesis test, both in simultant and partial. Based on the result of regression multiple analysis, Y = -1,052 + 0,287Xl + 0,449X2 + 0,206X3 + 0,172)4 + e and the independent variable which have a dominant influence to purchasing decision is price (X2) and after are product (X1), location and distribution channel (X3), also promotion (X4). On the other hand, from regression multiple analysis shows that there is a significant influence between independent variable and dependent variable, both in simultant and partial. With adjusted R value in the mount of 0,64, regression multiple analysis capability that we can get in independent variable value is 64%, which is showed by Fhitung (45,076) is bigger than Ftabel (2,311) and signification F (0,000) is smaller than 0,05. Beside that, the residue (36%) explained by other variable out of four independent variable that have been researched. Independent variable also give a partial influence to dependent variable with thitung value on every independent variable is bigger than ttabel and signification on every independent variable is smaller than 0,05.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Marketing mix, product, price, location and distribution channel, promotion, purchasing decision.
Subjects: Business
Business > Strategic Management
Divisions: Graduate School > Master Program in Management
Depositing User: Sri Kusuma Dewi
Date Deposited: 26 Jun 2015 08:12
Last Modified: 26 Jun 2015 08:12
URI: http://repository.wima.ac.id/id/eprint/2745

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