PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK PUPUK KALTIM (Studi pada Kelompok Tani Sumber Rejeki di Kecamatan Prajurit Kulon Kota Mojokerto)

ISTANTO, YUDHA (2008) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK PUPUK KALTIM (Studi pada Kelompok Tani Sumber Rejeki di Kecamatan Prajurit Kulon Kota Mojokerto). Other thesis, University of Muhammadiyah Malang.

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Abstract

Marketing variables for research cannot detached from every business activity, especially business oriented and have big influence to consumer behaviour on buying activity. On decide to buy, consumer need information about the identity of the product. Understanding of consumer can be done by research on consumer behaviour. Aim of this research is to know and to analize the influence of marketing mix for consumer's decision of buying the product of Pupuk Kaltim in Mojokerto city. Theory that used in this research are marketing communication and marketing that shows the relation of marketing mix and buying decision. The research is survey, that take sample from a population. The population is Sumber Rejeki farmer group in kecamatan Prajurit Kulon, Mojokerto city. Kind of this research is explanatory research, that explain the variables correlation with hypothetical test. Based on the research, Pupuk Kaltim's marketing mix values at 4,23 (Good). There is a positive preception from consumer about the product of Pupuk Kaltim. Based on the product, price, distribution, and promotion of the product. Decision of buying from consumer values at 4,42 (Strong). Quality of the product, kind of the product, and price of the product, influence the decision of buying. Contribution of marketing mix to influence the decision of buying values at 0,647. It can explain that 64,7% of buying decision comes from marketing mix. Marketing mix is significantly influence to buying decision. Coefficient regression values at 0,703 and tcount values is 10,658 bigger than ttable value 2,000. This is show that stronger marketing mix will made stronger consumer decision to buying Pupuk Kaltim's product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Social and Political Science > Department of Communication Sience
Depositing User: Anggit Aldila
Date Deposited: 09 May 2012 03:15
Last Modified: 09 May 2012 03:15
URI: http://eprints.umm.ac.id/id/eprint/4789

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