AFRIDA, DIAN (2015) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN ELISA KIT RIDASCREEN CHLORAMPHENICOL (Studi Kasus di PT Semeru Perkasa Permai). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Bauran Pemasaran (Produk, Harga, Promosi, Distribusi) terhadap keputusan pembelian Elisa Kit Chloramphenicol ( Studi kasus di PT SPP, Jakarta). Dimana produk, harga, promosi, distribusi sebagai variabel independen, dan Keputusan pembelian sebagai variabel dependen. Dalam penelitian ini digunakan menggunakan metode hubungan kasual, dimana kuesioner disebar kepada pelanggan tetap PT SPP khususnya ke Staf Lab dan Bagian Pembelian. Sampel yang digunakan jenis non probability sample. Dari hasil penelitian didapatkan variabel persepsi harga dan promosi adalah variabel yang sangat berpengaruh terhadap kepuasan dan loyalitas, sedangkan variabel produk, distribusi, tidak berpengaruh secara signifikan terhadap keputusan pembelian. Sehubungan dengan hal tersebut, disarankan PT SPP untuk fokus terhadap variabel harga, dan promosi khususnya penetapan harga yang wajar, sesuai manfaat dan pengorbanan serta menyediakan promosi yang efektif, baik penjualan langsung, penyebaran katalog, pengadaan website yang update dan online agar tercipta keputusan pembelian yang lebih baik. Kata kunci : Produk, Harga, Promosi, Distribusi, keputusan pembelian. This study aims to determine the effect of Marketing Mix (Product, Price, Promotion, Distribution) on purchase decisions Elisa Kit Chloramphenicol (Case Study at PT SPP, Jakarta). Where the product, price, promotion, distribution as an independent variable, and Kpeutusan purchases as the dependent variable. In this study used methods casual relationship, where questionnaires were distributed to customers remained PT SPP particularly to staff Lab and Purchasing. The sample used type of non-probability sample. From the results, the perception of price and promotion variables are variables that influence on satisfaction and loyalty, while the variable products, distribution, does not significantly influence the purchasing decision. In this regard, it is suggested PT SPP to focus on the variable price, and promotion particularly reasonable pricing, appropriate benefits and sacrifices as well as providing effective promotion, both direct sales, catalogs deployment, procurement website updates and online order purchase decision make better. Keywords: Product, Price, Promotion, Distribution, purchase decision.
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-15-111 |
| NIM/NIDN Creators: | 55112120288 |
| Uncontrolled Keywords: | Produk, Harga, Promosi, Distribusi, keputusan pembelian, Product, Price, Promotion, Distribution, purchase decision, 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: | ORYZA LUVITA |
| Date Deposited: | 07 Jun 2022 04:01 |
| Last Modified: | 29 Jun 2022 04:47 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/62776 |
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