Monita, Mona Risa (2014) ANALISIS BAURAN PEMASARAN 7P (MARKETING MIX) DALAM KEPUTUSAN PEMBELIAN BEBEK GARANG DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Permasalahan yang dikaji dalam penelitian ini adalah Analisis Bauran Pemasaran (Marketing Mix) terhadap Keputusan Pembelian Bebek Garang. Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh bauran pemasaran (Marketing Mix) terhadap Keputusan Pembelian Bebek Garang. Metode penelitian yang digunakan dalam penelitianini adalah metode deskriftif verifikatif, teknik penarikan sampel yang digunakan adalah probability sampling yaitu menggunakan populasi responden pengunjung Bebek Garang. Teknik analisis data yang digunakan dalam penelitian ini yaitu regresi linier berganda.
Hasil penelitian ini menunjukan bahwa dari 7 aspek bauran pemasaran yaitu price dan process berpengaruh positif terhadap keputusan pembelian Bebek Garang. Sedangkan product, place, promotion, people, dan physical evidence tidak berpengaruh positif terhadap keputusan pembelian Bebek Garang.;--- Problem Studied in this research is the analysis of Marketing Mix in purchasing decisions Bebek Garang in Bandung. This aims to determine how the effect of Marketing Mix in a purchase decision Bebek Garang. The research method used is descriptive verivikatif. Sampling technique is probability sampling, which uses the respondent. Data analysis technique used is multiple linier analisis.
Results showed that of the seven aspects of Marketing Mix, price and process get positive influence on purchasing decisions, whereas , product, place, promotion, people, and physical evidence, has no effect.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | No.panggil : S MIK MON a-2014; Pembimbing : I.Woro Priatini, II.Wendi Andriatna. |
| Uncontrolled Keywords: | Bauran Pemasaran yaitu : Product, Place, Promotion, Price, Process, People, and Physical Evidence, Keputusan Pembelian, Bebek Garang, Marketing Mix : Product, place, promotion, price, process, people, and physical evidence,Purchasing decision Bebek Garang in Bandung. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 20 Nov 2017 07:10 |
| Last Modified: | 20 Nov 2017 07:10 |
| URI: | http://repository.upi.edu/id/eprint/27966 |
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