Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen pada Store NIKE Tunjungan Plaza Surabaya

Anggraini, Trias Wida Pebri (2019) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen pada Store NIKE Tunjungan Plaza Surabaya. Diploma (D3) thesis, wijaya kusuma surabaya.

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Abstract

ABSTRAKSI Tujuan penelitian ini adalah untuk menguji pengaruh bauran pemasaran yang terdiri dari produk (product), harga (price), tempat (place), promosi (promotion), orang (people), bukti fisik (physical evidence), dan proses (process) secara simultan dan parsial terhadap keputusan pembelian konsumen Pada Store NIKE Tunjungan Plaza Surabaya. Variabel bebas dalam penelitian ini adalah bauran pemasaran yang terdiri dari produk (product), harga (price), tempat (place), promosi (promotion), orang (people), bukti fisik (physical evidence), dan proses (process) sedangkan variabel terikat adalah keputusan pembelian konsumen Pada Store NIKE Tunjungan Plaza Surabaya. Dalam penelitian ini, penentuan sampel dilakukan dengan metode non probability sampling dengan prosedur purposive sampling. Sampel yang digunakan sebanyak 94 orang. Sebelum dilakukan uji hipotesis dilakukan uji reliabilitas dan validitas. Hasilnya adalah semua variabel valid dan reliabel, hasil uji F menunjukan Fhitung > Ftabel dengan signifikansi 0,000. Dengan demikian hipotesis yang pertama menyatakan “bauran pemasaran yang terdiri dari produk (product), harga (price), tempat (place), promosi (promotion), orang (people), bukti fisik (physical evidence), dan proses (process) secara simultan berpengaruh signifikan terhadap keputusan pembelian konsumen Pada Store NIKE Tunjungan Plaza Surabaya” dapat didukung kebenarannya. Hasil uji t menunjukkan masing-masing variabel dengan signifikansi lebih kecil dari 0,05. Dengan demikian hipotesis yang kedua yang menyatakan “bauran pemasaran yang terdiri dari produk (product), harga (price), tempat (place), promosi (promotion), orang (people), bukti fisik (physical evidence), dan proses (process) secara parsial berpengaruh signifikan terhadap keputusan pembelian konsumen Pada Store NIKE Tunjungan Plaza Surabaya” dapat didukung kebenarannya. Diantara bauran pemasaran yang terdiri dari produk (product), harga (price), tempat (place), promosi (promotion), orang (people), bukti fisik (physical evidence), dan proses (process) yang berpengaruh dominan keputusan pembelian adalah harga. Kata Kunci : Produk (Product), Harga (Price), Tempat (Place), Promosi (Promotion), Orang (People), Bukti Fisik (Physical Evidence), Proses (Process) Dan Keputusan Pembelian ABSTRACTION The purpose of this study was to examine the effect of the marketing mix consisting of products (product), price (price), place (place), promotion (promotion), people (people), physical evidence (physical evidence), and process (process) in simultaneous and partial to consumer purchasing decisions at the Tunjungan Plaza Surabaya NIKE Store. The independent variables in this study are the marketing mix consisting of products (product), price (price), place (place), promotion (promotion), people (people), physical evidence (physical evidence), and process (process) while variables bound is consumer purchasing decisions at the Tunjungan Plaza Surabaya NIKE Store. In this study, the determination of samples was done by non probability sampling method with a purposive sampling procedure. The sample used was 94 people. Before hypothesis testing is carried out test reliability and validity. The result is all valid and reliable variables, the F test results show Fcount> Ftable with a significance of 0,000. Thus the first hypothesis states "the marketing mix consisting of products (product), price (price), place (place), promotion (promotion), people (people), physical evidence (physical evidence), and process (process) in simultaneous significant effect on consumer purchasing decisions at the Tunjungan Plaza Surabaya NIKE Store "can be supported by the truth. The results of the t test show each variable with a significance smaller than 0.05. Thus the second hypothesis which states "marketing mix consisting of products (product), price (price), place (place), promotion (promotion), people (people), physical evidence (physical evidence), and process (process) partially significant effect on consumer purchasing decisions at the Tunjungan Plaza Surabaya NIKE Store "can be supported by the truth. Among the marketing mix which consists of products (products), prices (places), places, promotions, people (people), physical evidence, and processes that have the dominant influence on purchasing decisions are prices. Keywords: Product (Product), Price (Place), Place, Promotion, Person (People), Physical Evidence, Process And Purchasing Decision.

Item Type: Thesis (Diploma (D3))
Uncontrolled Keywords: Produk (Product), Harga (Price), Tempat (Place), Promosi (Promotion), Orang (People), Bukti Fisik (Physical Evidence), Proses (Process) Dan Keputusan Pembelian
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Economic and Business > Management Study Program
Depositing User: Trias Wida Pebri Anggraini
Date Deposited: 15 Mar 2019 08:39
Last Modified: 15 Mar 2019 08:39
URI: http://erepository.uwks.ac.id/id/eprint/3686

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