Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Edamame Pada Koperasi Serba Usaha Keluarga Mitratani

Indrianti, Vinka (2016) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Edamame Pada Koperasi Serba Usaha Keluarga Mitratani. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

This thesis research is located in the Family Business Mitratani Cooperation on Brawijaya Street 83 Jember, as we seen about its sale that was fluctuating. Variables that we used in this research are product (X1), price (X2), place (X3), promotion (X4) and purchase decision (Y). This purposes of study is how to know which variables independent, variables simultaneously, partial and dominant on product purchase decisions of edamame on Family Business Mitratani Cooperation. The analysis technique that used in this research is multiple linear regression including the coefficient of determination, the classic assumption test, F test and t test with SPSS 21:00. The results showed that: (1) Variable product, price, place and promotion channels simultaneously influence the purchase decision of edamame. (2) Variable product and place partial effect on purchasing decisions. (3) Variable place channel dominant influence on purchasing decisions edamame.

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