ANALISIS KEINGINAN KONSUMEN TERHADAP KEPUTUSAN MEMBELI PRODUK (Studi kasus produk makanan pada Perusahaan Baba Rafi di Kota Surabaya )

J.E. Sutanto , - (2010) ANALISIS KEINGINAN KONSUMEN TERHADAP KEPUTUSAN MEMBELI PRODUK (Studi kasus produk makanan pada Perusahaan Baba Rafi di Kota Surabaya ). Jurnal Bisnis Indonesia, 1 (2). pp. 1-11. ISSN 2087-2402

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    Abstract

    This study aims to determine the influence the product, price, location, promotion, and toward the decision to buy the product the Baba Rafi products at Surabaya city. Baba Rafi should always pay attention to its marketing policy, which is about product, price, location, and promotions in order to attract consumers to buy products Baba Rafi, as well as more attention to product development policy. The number of samples used in this study were 50 people with the criteria that serve targeted Baba Rafi ever buy a product more than twice. The research method is by taking a random sample, then the data were analyzed using multiple linear regression analysis with SPSS program assisted. The test results of regression models with the F test that the product (X1), price (X2), location (X3), promotion (X4) simultaneously significantly influence the decision to buy the product (Y) because they have the F calculated> F table is 17.497 > 2.579. The test results of regression models with t test also can be seen that the influence of all the free variables on the dependent variable has a significant effect partially, because the t count> t table. Therefore we can conclude that the product (X1), price (X2), location (X3), promotion (X4) is partially significantly influence the decision to buy the product (Y). From the research results can also be concluded that the variables that have a dominant influence on the decision to buy is a variable product. Keywords: marketing mix, purchasing decisions, consumer behavior

    Item Type: Article
    Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5415.32 Consumer Behavior
    Divisions: UPN Jatim Journal > Jurnal Bisnis Indonesia
    Depositing User: Users 8 not found.
    Date Deposited: 27 Oct 2014 14:42
    Last Modified: 27 Oct 2014 14:42
    URI: http://eprints.upnjatim.ac.id/id/eprint/6423

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