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PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI GRESIK

Yusuf, Emha (2015) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN SEPEDA MOTOR HONDA DI GRESIK. Other thesis, University of Muhammadiyah Malang.

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Abstract

The purpose of this study was to determine the effect of the marketing mix to the purchasing decision of Honda motorcycles in Gresik. Sampling technique with a random sampling method and sample size used in this study were 100 respondents. Objects in this study is a community Gresik. This study sample is the owner of Honda motorcycles in Gresik. Methods of data analysis using multiple linear regression analysis, the coefficient of determination, and F test, t test. Based on the results of research and discussion by using multiple linear regression analysis, it can be deduced that the variables of the marketing mix which consists of product, price, distribution, promotion and simultaneously have a significant effect on purchasing decisions. Product, price, distribution, promotion and partially significant effect on purchasing decisions. Variables that have a dominant influence on purchasing decisions is a variable product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 05 Mar 2016 04:05
Last Modified: 05 Mar 2016 04:05
URI : http://eprints.umm.ac.id/id/eprint/20468

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