Sarifin, Sarifin (2014) ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN REAGEN KIMIA SIGMA-ALDRICH (Studi Kasus: PT. ELO KARSA UTAMA). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
The aim of this research is to analyze the effect of marketing mix (product, price, distribution and promotion) to order decision of Sigma-Aldrich chemical reagents with case studies at Elo Karsa Utama, PT. Several methods which applied for this study were data collection using census method, data analysis using statistic analysis namely validity test, reliability test, classic assumption test, multiple regression analysis, hypothesis testing and correlation analysis. The results showed that product, distribution and promotion variables are partially have insignificant effect to the order decision of Sigma-Aldrich chemical reagents. Price variable has a significant effect to the decision order where the price level dimension has a strongest correlation with the order volume dimension of Sigma-Aldrich chemical reagents at Elo Karsa Utama, PT. Another factor which could affect the order decision of chemical reagent is government policy, country of origin, brand awareness, etc. Price strategy become the first priority in marketing strategy in relation with price level dimension has a strongest relation with order volume dimension. Consumer with a low price perception could be applied for offered price with discount. Whereas, consumer with a high price perception could be applied for offered product with high quality. Keywords: Product, Price, Distribution, Promotion, Order decision. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran (produk, harga, distribusi dan promosi) terhadap keputusan pembelian reagen kimia Sigma-Aldrich dengan studi kasus di PT. Elo Karsa Utama. Metode pada penelitian ini antara lain pengumpulan data dengan metode sensus, analisis data menggunakan analisis statistik yaitu uji validitas, uji reabilitas, uji asumsi klasik, analisis regresi berganda, pengujian hipotesis dan analisis korelasi. Hasil dari penelitian ini menunjukkan bahwa secara parsial variabel produk, distribusi dan promosi tidak berpengaruh terhadap keputusan pembelian reagen kimia Sigma-Aldrich. Variabel harga berpengaruh signifikan terhadap keputusan pembelian dimana dimensi tingkat harga memiliki hubungan yang paling kuat dengan dimensi volume pembelian reagen kimia Sigma-Aldrich di PT. Elo Karsa Utama. Faktor lainnya yang dapat memperngaruhi keputusan pembelian reagen kimia diantaranya kebijakan pemerintah, country of origin, kepercayaan terhadap merek dan sebagainya. Strategi harga menjadi prioritas terutama dalam kebijakan strategi pemasaran terkait dengan dimensi tingkat harga memiliki hubungan yang paling kuat dengan dimensi volume pembelian. Konsumen yang memiliki presepsi harga rendah atas produk yang diinginkannya, dapat menerapkan produk yang ditawarkan dengan potongan harga. Sedangkan konsumen yang memiliki presepsi harga tinggi, dapat menerapkan produk yang ditawarkan dengan produk dengan kualitas tinggi. Kata Kunci : Produk, Harga, Distribusi, Promosi, Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-036 |
| Call Number: | TM/51/15/156 |
| NIM/NIDN Creators: | 55111120217 |
| Uncontrolled Keywords: | Product,Price,Distribution,Promotion,Order decision Produk,Harga,Distribusi,Promosi,Keputusan Pembel, MPS, Manajemen pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 25 May 2015 09:40 |
| Last Modified: | 29 Jun 2022 02:36 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13897 |
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