FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK POCARI SWEAT

Ira , Wikartika (2015) FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN KONSUMEN DALAM MEMBELI PRODUK POCARI SWEAT. Jurnal Ilmu Ekonomi Pembangunan , 6 (1). 57 -68. ISSN 2068-7565

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    Abstract

    Marketing management is the foundation of the company aimed to be able to anticipate the various positive and negative changes that could affect a company's success in achieving a goal. Marketing of products or services produced must have the right strategy so that it can be accepted by consumers. The marketing mix is one marketing tool that can be used to create the right marketing strategy. The marketing mix consists of product, price, place, and promotion. This study aims to analyze the role of the marketing mix for consumer purchase decisions. Data research using primary data and secondary data. The population used in this study is the consumers who buy products drink Pocari Sweat in Surabaya. Sampling was done by using purposive sampling method. The analysis technique used is multiple linear regression analysis. The results showed that the product and the place does not affect the purchase decision, while price and promotional effect on the consumer's decision to buy a drink Pocari Sweat.

    Item Type: Article
    Subjects: H Social Sciences > HF Commerce > HF5001 Business. Business Administration > HF5415.32 Consumer Behavior
    Divisions: UPN Jatim Journal > Jurnal Ilmu Ekonomi Pembangunan
    Depositing User: Users 8 not found.
    Date Deposited: 02 Feb 2015 14:34
    Last Modified: 05 Jan 2016 14:00
    URI: http://eprints.upnjatim.ac.id/id/eprint/6683

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