Nisrina Nibras Hisanah, - (2019) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI EKUATOR COFFEENERY. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Nisrina Nibras Hisanah, Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen di Ekuator Coffeenery. Dibimbing oleh Oman Sukirman, SE., MM dan Ilham Fajri, MM.Par. Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh bauran pemasaran terhadap keputusan pembelian di Ekuator Coffeenery. Metode penelitian yang digunakan yaitu deskriptif verifikatif dengan jenis penelitian kuantitatif. Variabel dalam penelitian ini yaitu, produk, harga, tempat, promosi, orang/sdm, bukti fisik, proses, dan keputusan pembelian. Penulis menyebarkan kuesioner yang telah diuji validitas dan reliabilitas kepada sampel yang berjumlah 130 orang responden. Metode analisis yang digunakan antara lain, uji normalitas, uji multikoleniaritas, uji heterokesdastisitas, analisis linier berganda, analisis korelasi, koefisien determinasi, uji f dan uji t dengan bantuan Microsoft Excel 2016 dan Software IBM SPSS Statistic versi 25.0 for Windows. Hasil dari penelitian ini adalah, bauran pemasaran memiliki pengaruh yang kuat dan positif secara keseluruhan terhadap keputusan pembelian dan secara terpisah variabel promosi, orang/sdm, dan bukti fisik memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. ;---Nisrina Nibras Hisanah, The Influence of Marketing Mix Towards Buying Decision at Ekuator Coffeenery. Supervised by Oman Sukirman, SE., MM and Ilham Fajri, MM.Par. This study aims to determine how much marketing mix influence buying decision at Ekuator Coffeenery. The research used descriptive and verivication method with kind of quantitative research. The variables in this research are product, price, place, promotion, people, physical evidence, process, and buying decision. The author distributes a valid and a reliability questionnaire to 130 responders. Analysis method used normal test, multicollinearity test, heteroscedasticy test, multiple regressions analysis, determinate analysis, test f and test t with Microsoft Excel 2016 and Software IBM SPSS Statistic 25.0 for Windows. The result from this study is overall marketing mix has a strong and positive influence on buying decision and in separate promotion, people, and physical evidence has a positive and significant impact on buying decision.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No. Panggil : S MIK NIS p-2019; Pembimbing : I. Oman Sukirman, II. Ilham Fajri; NIM. : 1500937. |
| Uncontrolled Keywords: | Bauran Pemasaran, Keputusan Pembelian, Marketing Mix, Buying Decision. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Nisrina Nibras Hisanah |
| Date Deposited: | 04 Jul 2019 01:33 |
| Last Modified: | 04 Jul 2019 01:33 |
| URI: | http://repository.upi.edu/id/eprint/35850 |
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