ANALISIS PENGARUH BAURAN PEMASARAN TERHADAPKEPUTUSAN PEMBELIAN TEH BOTOL MEREK FRESH TEA( Studi Pada Mahasiswa Universitas Muhammadiyah Malang )

KURNIAWAN, HIJRAH S (2009) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAPKEPUTUSAN PEMBELIAN TEH BOTOL MEREK FRESH TEA( Studi Pada Mahasiswa Universitas Muhammadiyah Malang ). Other thesis, University of Muhammadiyah Malang.

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Abstract

Keywords: Marketing Mix and Purchasing Decision Type of this experiment is survey experiment, in which author has done observation for data collection , where the author collecting the data, analyzed and interpreted the data that conducted toward the college student of muhammadiyah University Malang with the title “Analysis of Marketing Mix toward Purchasing Decision of Bottled-Tea Fresh Tea brand” (Study Toward student in Muhammadiyah University Malang)” Objective of this experiment are, first, to found out the effect of marketing mix toward the purchasing decision fresh tea product in student of Muhammadiyah University Malang. Second, is to found out marketing mix variables which has dominant effect toward the purchasing decision of fresh tea product in student of Muhammadiyah University Malang. Benefit of this experiment particularly for the company is expected to be considerate about marketing mix in future time. Analysis instrument used in this experiment is logistic regression. Based on experimental result and discussion using logistic regression analysis, the author conclude that marketing mix variables consists of product variable, price, promotion, and distribution channel has significant effect toward the consumer purchasing decision of bottled-tea product in student of Muhammadiyah University Malang. Based on the conclusion of the experiment, proposition suggested is the company should maintain the guarantee of product quality. Besides, the company should consider the competitor’s price while fixing the product price therefore product price will not entirely-placed toward the consumer. In order to support the company marketing activity it is expected to maintain the system or promotion agenda to date, that is to represent people and character of famous commercial model used and the commercial message should composed in amore interesting way thus would create consumers’ interest in buying the product.

Item Type: Thesis (Other)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic > Department of Management
Depositing User: Anwar Jasin
Date Deposited: 16 Jun 2012 02:26
Last Modified: 16 Jun 2012 02:26
URI: http://eprints.umm.ac.id/id/eprint/8073

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