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ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFE TOFFE MATOS

PRASETYA, BRIANT DEVA (2012) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA COFFE TOFFE MATOS. Other thesis, University of Muhammadiyah Malang.

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Abstract

This study aims to determine the effect of marketing mix on purchase decision on Coffe Toffe Matos significantly and marketing mix variables to determine the dominant influence on purchase decision on Coffe Toffe Matos. Usefulness of research for the company is expected to contribute information to develop corporate strategy, and also as a material consideration in anticipation of development issues in the field of marketing company. Samples taken of 100 people consisting of the Civil Service of 7, employees 15 people, operators 12 people, three of the national police, the 63 students using the method Accidental sampling. The method used is descriptive data analysis, validity and reliability by multiple linear regression analysis to test f (simultaneous testing) and the t test (partial testing). Based on the results of research and discussion, it can be concluded that the variables of the marketing mix includes product, price, promotion and place significant effect on purchasing decisions on Coffe Toffe Matos. Variable where the dominant influence on purchasing decisions on Coffe Toffe Matos. Suggestions presented in this study is the manager expected Coffe Toffe Matos always maintain the cleanliness of the cafe so that it can appeal to potential visitors to make purchases of products on offer. The management is expected to always pay attention to the condition of facilities supporting the sales process is done, is to provide safe parking facilities and music facilities that provide convenience for the consumer at the time of purchase.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 01 Dec 2015 08:15
Last Modified: 01 Dec 2015 08:15
URI : http://eprints.umm.ac.id/id/eprint/19587

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