Pengaruh Marketing Mix Dan Motivasi Terhadap Keputusan Pembelian Produk Oleh-oleh Khas Jember Pada UD Purnamajati Kabupaten Jember

Mavellia, Windy El (2016) Pengaruh Marketing Mix Dan Motivasi Terhadap Keputusan Pembelian Produk Oleh-oleh Khas Jember Pada UD Purnamajati Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

	Text (Abstrak) 7.-ABSRTAK.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (195kB)
	Text (Bab 1 Latar Belakang) 14.BAB 1 LATAR BELAKANG.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (132kB)
	Text (Daftar Pustaka) 19.DAFTAR PUSTAKA.pdf - Submitted Version Available under License Creative Commons Attribution Share Alike. Download (170kB)
	Text (Skripsi Lengkap) SKRIPSI LENGKAP.pdf Restricted to Registered users only Download (4MB)

Abstract

The data in this final project was taken from UD Purnamajati Jln Kenanga No. 8 blok A9 Gebang - Jember Regency. This study aims to: (1) determining the effect of product, price, promotion, distribution channels, and motivation on buying decision variables simultaneously. (2) determining the effect of product, price, promotion, distribution channels, and motivation on buying decision variables partially. (3) highlighting the most dominant variables that influence the buying decision in UD Purnamajati. This study uses multiple linear regression technique. The anlysis brings the conclusions : (1) simultaneously, there are significant influences of product, price, promotion, distribution channels, and motivation variables toward the consumer buying decision. (2) partially, there are significant influences of price and motivation variables toward the consumer buying decision. However, product, promotion, and distribution channels variables influence insignificantly. (3) the most dominant variable on the consumer buying decision in UD Purnamajati is motivation.

Actions (login required)

View Item