PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SIMCARD SMART(STUDI KASUS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG)

TAGOCK AN, NOVANTRIAN (2009) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SIMCARD SMART(STUDI KASUS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH MALANG). Other thesis, University of Muhammadiyah Malang.

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Abstract

The title of this research is “ The Marketing Mix Influence on The Purchasing Decision of the Smart Simcard Product”. The objective of this research are, first to know the significant and the dominant influence of the marketing mix on the purchasing decision of the Smart simcard product. Second, to know the influence power of the marketing mix on the purchasing decision of the Smart simcard product. The population of this research were the active S1 degree students, especially whom who becomes Smart simcard customer, a year minimally. The non-probability sampling used was purposive sampling based on the variable of marketing mix (product, price, promotion and distribution). The sample of this research were 100 respondent of active S1 degree students, especially whom who becomes Smart simcard customer, a year minimally. The analysis tool used was double regression. The double linier regression gave result that marketing mix was significantly influenced on the purchasing decision of the Smart simcard. Marketing mix influenced 65,2 % on the purchasing dominantly was price variable (X2).

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