Pengaruh bauran pemasaran terhadap keputusan pembelian kosmetik wardah pada mahasiswi jurusan manajemen Fakultas Ekonomi Universitas Wijaya Kusuma Surabaya

WulanSari, Lila Dewi (2018) Pengaruh bauran pemasaran terhadap keputusan pembelian kosmetik wardah pada mahasiswi jurusan manajemen Fakultas Ekonomi Universitas Wijaya Kusuma Surabaya. Other thesis, Wijaya Kususma Surabaya University.

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Abstract

The purpose of this study was to examine the effect of the marketing mix which includes: produck (product), price (the price), place (distribution or point), and promotion (promotion) simultaneously and partially on purchasing decisions product wardah in the University Wijaya Kusuma Surabaya. The independent variables in this study is a marketing mix which includes: produck (product), price (the price), place (distribution or point), and promotion (promotion) The dependent variables is the purchasing decisions product wardah in the Faculty of Economics Majoring in Mnagement University Wijaya Kusuma Surabaya. In this study, sampling was conducted by non probability sampling with purposive sampling procedure. Samples used as many as 76 people. Test the hypothesis by performing multiple linear regression analysis. Before the hypothesis test to test the reliability and validity. The result is all the variables, the validity and reliability of the F test results of multiple linear regression showed Fhitung ˃Ftabel of 31.702˃ 2.501 with significance of 0,000. Thus the first hypothesis stated “marketing mix which includes: produck (product), price (the price), place (distribution or point), and promotion (promotion) simultaneously significant effect on purchasing decisions product wardah in the Faculty of Economics Majoring in Mnagement University Wijaya Kusuma Surabaya” can supported truth. T test results showed each variables with a significance of less 0,05. Thus the second hypothesis which states “marketing mix which includes: produck (product), price (the price), place (distribution or point), and promotion (promotion) is partially significant effect on purchasing decisions product wardah in the Faculty of Economics Majoring in Mnagement University Wijaya Kusuma Surabaya” can be supported truth.

Item Type: Thesis (Other)
Uncontrolled Keywords: Keywords : produk (product), price (the price), place (distribution or point), and promotion (purmotion and purcashing decision)
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Lila Dewi Wulan Sari
Date Deposited: 21 Sep 2018 05:12
Last Modified: 21 Sep 2018 05:12
URI: http://erepository.uwks.ac.id/id/eprint/2567

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