NURMALITASARI, NURMALITASARI (2013) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI KIOS PASAR KLENDER (Studi Kasus PT.Tosana Surya Perkasa). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
The research aims to observe the effect of product, price, place/location, and promotion on purchasing decisions through buying interest a market stall products Klender It her simultaneously or partially and which factor soft he four variables most influential on purchasing decisions through buying interest. Type of research is quantitative descriptions using Path Analysis. Samples taken as many as 85respondents using Slovin formula to the whole population as much as 574 Klender market traders. The data were taken using a questionnaire distributed with probability sampling technique. The result of this research on structural equation model 1shows a positive and significant effect of the variable interest unless variable price. And the variables that have the greatest contribution is the product followed by price, location and promotion. While the structural equation model 2 shows that only products that have a positive and significant influence on purchasing decisions. but if through buying interest, the four have influence on purchasing decisions. Keywords: Product, Price, Location, Promotion, Buying Interest, Purchase Decisions Tujuan penelitian adalah untuk menganalisa besarnya pengaruh produk, harga, tempat/lokasi, dan promosi terhadap keputusan pembelian melalui minat beli kios pasar klender baik secara simultan maupun parsial dan faktor manakah dari keempat variabel tersebut yang paling berpengaruh terhadap keputusan pembelian melalui minat beli. Metode penelitian yang digunakan adalah deskriptif kuantitatif dengan menggunakan analisis jalur. Sampel yang diambil sebanyak 85 responden dengan menggunakan rumus slovin dengan seluruh populasi pedagang pasar klender sebanyak 574. Data diambil menggunakan kusioner yang disebar dengan teknik probability sampling. Kesimpulan penelitian pada persamaan struktual model 1 menunjukan pengaruh yang positif dan signifikan terhadap minat beli kecuali variabel harga. Dan variabel yang mempunyai kontribusi terbesar adalah produk diikuti oleh harga, lokasi dan promosi. Sedangkan pada persamaan struktural model 2 menunjukan bahwa hanya produk yang mempunyai pengaruh yang positif dan signifikan terhadap keputusan pembelian. akan tetapi apabila melalui minat beli, keempatnya mempunyai berpengaruh terhadap keputusan pembelian. Kata kunci : Produk, Harga, Lokasi, Promosi Minat beli, Keputusan Pembelian
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-13-126 |
| NIM/NIDN Creators: | 55111110111 |
| Uncontrolled Keywords: | Produk, Harga, Lokasi, Promosi Minat beli, Keputusan Pembelian |
| 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: | MYTHA ALVIANA SARI |
| Date Deposited: | 27 Apr 2022 03:57 |
| Last Modified: | 01 Nov 2022 04:27 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/60581 |
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