Kurniawan, Julius Hendra (2014) Analisa Pengaruh Marketing Mix Terhadap Keputusan Pembelian Compressed Natural Gas (CNG) Pada Perusahaan-Perusahaan Industri Di Jabodetabek. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
|
Text (Cover)
Hal Cover.pdf Download (466kB) | Preview |
|
|
Text (Abstrak)
Abstrak.pdf Download (72kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
Bab 1.pdf Restricted to Registered users only Download (98kB) |
|
|
Text (Bab 2)
Bab 2.pdf Restricted to Registered users only Download (130kB) |
|
|
Text (Bab 3)
Bab 3.pdf Restricted to Registered users only Download (202kB) |
|
|
Text (Bab 4)
Bab 4.pdf Restricted to Registered users only Download (162kB) |
|
|
Text (Bab 5)
Bab 5.pdf Restricted to Registered users only Download (431kB) |
|
|
Text (Bab 6)
Bab 6.pdf Restricted to Registered users only Download (68kB) |
|
|
Text (Daftar Pustaka)
Daftar Pustaka.pdf Restricted to Registered users only Download (66kB) |
|
|
Text (Lampiran)
Lampiran.pdf Restricted to Registered users only Download (299kB) |
Abstract
This research is to analyze the effect of marketing mix on purchasing decisions of Compressed Natural Gas (CNG) as an alternative energy of LPG and diesel fuel in the industrial sector. The method used is descriptive and multivariable linear regression with the regression analysis method. Data collection was done with the survey and information to all relevant parties. Sampling technique used was purposive sampling. Test results obtained from the hypothesis test that the purchase decision variable is strongly influenced by the variable product, price and distribution, but didn’t influenced by variable promotion. A good quality product of CNG, the payment period that flexible and timely transportation may affect the customer when decide to use CNG as an alternative fuel in one of its production process. Keywords: CNG, marketing mix, product, price, distribution, promotion, purchase decision. Penelitian ini untuk menganalisa pengaruh marketing mix terhadap keputusan pembelian Compressed Natural Gas (CNG) sebagai energi alternatif pengganti gas LPG dan solar di sektor industri. Metode yang digunakan adalah metode deskriptif dan regresi linier multivariable dengan metode analisis regresi. Pengambilan data dan informasi dilakukan dengan survey kepada semua pihak yang terkait. Teknik pengambilan sample yang digunakan adalah purposive sampling. Dari hasil uji hipotesis didapat bahwa variable keputusan pembelian sangat dipengaruhi oleh variable produk, harga dan distribusi namun tidak dipengaruhi oleh variable promosi. Kualitas produk CNG yang baik, periode pembayaran yang fleksibel dan transportasi yang tepat waktu dapat mempengaruhi customer dalam memutuskan untuk menggunakan CNG sebagai bahan bakar alternatif dalam salah satu proses produksinya. Kata kunci : CNG, Marketing mix, Produk, Harga, Distribusi, Promosi, Keputusan Pembelian.
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CDT-551-14-174 |
| Call Number: | TM/51/14/099 |
| NIM/NIDN Creators: | 55109110102 |
| Uncontrolled Keywords: | CNG, Marketing Mix, Produk, Harga, Distribusi, Promosi, Keputusan Pembelian, 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: | 03 Feb 2015 15:46 |
| Last Modified: | 09 Jul 2022 04:42 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/13740 |
Actions (login required)
 |
View Item |
