Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pupuk Subsidi di UD. Rukun Jaya Kecamatan Ambulu Kabupaten Jember

Maulana, Fariski (2017) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pupuk Subsidi di UD. Rukun Jaya Kecamatan Ambulu Kabupaten Jember. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The increased of subsidized fertilizer in district of Ambulu district Jember which occurs the competition more competitive andineffective marketing communication makes UD. Rukun Jaya should be more aggressive to competeagainst competitor in the same business,with expectation, it can increase the number of customer which decide to buy fertilizer.In that case, “The Impact of Marketing Mix Toward Buying Decision of Subsidized Fertilizer at UD. Rukun Jaya Sub District of Ambulu District of Jember”need to be investigated. The location to conduct this research is decided inUD. Rukun Jaya, Teluk Desa Sabrang village sub district of Ambulu district Jember. The aims of this research are (1) to know the impact of these following variables: price, product, place and promotion toward buying decision simultaneously, (2) to know the impact of these following variables: price, product, place and promotion toward buying decision partially, (3) to know which variable is dominant affecting buying decision to subsidized fertilizer. Analyzing technique used in this research is multiple linier regression. Based on the result of the test can be concluded that: (1) simultaneously, price, product, place and promotion has significant impact toward buying decision, (2) partially,price, product and promotion has significantly impact toward buying decision, mean while variable place has not impact significantly the buying decision, (3) the dominant variable which impact the buying decision of subsidized fertilizer in UD. Rukun Jaya is Product.

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