ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SEPTICTANK BERBAHAN FIBERGLASS PADA UD. BIOSEVEN DI SURABAYA

Fitri ana

Abstract


ABSTRAK

Sampel yang digunakan dalam penelitian ini sebanyak 69 responden dengan teknik pengambilan sampel adalah Purposive samplingyang dilakukandengan cara mengambil subyek bukan di dasarkan atas strata, random atau daerahtetapi didasarkan atas adanya tujuan tertentu. Data yang terkumpul dianalisadengan menggunakan regresi linier berganda. Hasil penelitian (a)produkberpengaruh simultan terhadap keputusan pembelian .(b)harga berpengaruhsimultan terhadap keputusan pembelian (c)Saluran distribusi berpengaruhsimultan terhadap keputusan pembelian.(d)Promosi berpengaruh simultanterhadap keputusan pembelian. Hasil menunjukan bahwa variabel hargamerupakan faktor paling dominan dalam keputusan pembelian,hal ini disebabkanoleh koefisien harga paling tinggi yang diikuti oleh variabel distribusi. Kata kunci : Produk, Harga ,Saluran distribusi, promosi, dan Keputusan  Pembelian

ABSTRACT

The research is traying to seek the answer of the marketing mix influences produck Septictank material Fierglass  to UD. Bioseven in Surabaya city.  Themain Problems in this research are marketing mix of influences. Based on theresearch by nike (2004) who evaluated the study price and distribution channel onvolume sale PT. Jerindo Sari Utama. data used in this study is primary data thatobtained from questionnaires. Total sample approximately 69 respondents whomet by the researcher and considered as the respondents, therefore usedAccidental sampling method. The analysis technique that used is multipleregression method and hypothesis testing using the F test and t test. The F Testresults showed that the Independent variable, Marketing Mix (Product, Price,Distribution and Promotion ) all collectively has simultan effect on purchasedecision, according to Fcalculate valued with 26.223. And the t Test showed thatPrice Variable results tcalculate 4,897 and it describes this variable has the mostdominant influence on dependent variable it means the purchase decision. 
Keyword : Marketing Mix and purchase decision


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