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ANALISIS PENGARUH LINGKUNGAN SOSIAL KONSUMEN DAN BAURAN PEMASARAN TERHADAP PEMBELIAN MOBIL DAIHATSU XENIA DI MALANG

NASAN, NASAN (2015) ANALISIS PENGARUH LINGKUNGAN SOSIAL KONSUMEN DAN BAURAN PEMASARAN TERHADAP PEMBELIAN MOBIL DAIHATSU XENIA DI MALANG. Other thesis, University of Muhammadiyah Malang.

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Abstract

This research aims of the study to examine and analyze the effect of marketing mix simultaneously and partially to consumer decision Daihatsu Xenia, test and analyze the influence of the social environment of consumers simultaneously and partially on the consumer's decision to buy a car Daihatsu Xenia. The sample size consisted of 100 respondents taken by accidental sampling. The data was analyzed by using the scale range and logical multinomial regression. The results show marketing mix consists of product, price, promotion, and distribution have the effect of partially and simultaneously to the Daihatsu Xenia car purchase decisions, consumers of the social environment of reference group had partial and simultaneous influence on purchasing decisions on car Daihatsu Xenia. Variable family does not significantly influence the purchase decision Daihatsu Xenia.

Item Type: Thesis (Other)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
H Social Sciences > HC Economic History and Conditions
Divisions: Faculty of Economics > Department of Management (61201)
Depositing User: Fitri Ramandhany
Date Deposited: 16 Mar 2016 07:32
Last Modified: 16 Mar 2016 07:32
URI : http://eprints.umm.ac.id/id/eprint/20936

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