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Alizar Hasan
Universitas Andalas
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Analisis Hubungan Bauran Pemasaran terhadap Keputusan Pembelian Smartphone Blackberry dan Samsung Android Alizar Hasan; Yumi Meuthia; Berry Yuliandra; Indah Desfita
Jurnal Optimasi Sistem Industri Vol. 13 No. 2 (2014): Published in October 2014
Publisher : The Industrial Engineering Department of Engineering Faculty at Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/josi.v13.n2.p687-706.2014

Abstract

echnological developments lead to the entire company continues to enhance innovation in creating products derived from it, including the telephone industry.In a few years, the telephone industry introduced a variety of smartphone, including smartphones based on operating system RIM (Research in Motion) which produces branded Blackberry and smartphone based Android operating system with one of the companies that have joined with the operating system is Samsung Android. The research was conducted by measuring the consumer based marketing mix and should be able to explain what factors areas sociated with the sale of the two smartphones. Marketing mixis a set ofmarketing toolsused by companies to continuously achieve their marketing goals. The marketing tools are classified into four groups namely known 4Ps: product, price, place, and promotion. This research was conducted by distributing questionnaires to the respondents as many as 160 pieces and 160 pieces of Blackberry smartphones to the Samsung Android smartphone respondents. Tests performed with Kendall Tau correlation test using SPSS 15 software. The results showed that the variables of product, price and promotion has a significant correlation to the consumer buying decision on Blackberry smartphones. However, variable rates become very dominant variables related to consumer purchasing decisions for Blackberry smartphones. Meanwhile the Kendall Tau correlation test on the Samsung Android smartphones, only products have a price and a significant correlation on consumer purchasing decisions against Samsung's Android smartphones, and variable products become a dominant variables related to consumer purchasing decisions. Thus it can be done by both companies marketing strategies in order to achieve sales targets and products in accordance with marketing objectives.
Co-Authors Abdul Talib, Hayati Habibah Adini, Hasti Afri Adnan Afrinaldi, Feri Ahmad Syafruddin Akbar, Ricky Al Busyra Fuadi Aldi Williya Alexie Herryandie Alfadhlani Alyani Rahma Putri Amijaya, Tisna Amrina, Elita Arifia Fitriani Armijal Armijal Aslimuardi Muluk Asmuliardi Muluk Ayuna, Dwiza Bahrul Anif Berri Brilliant Albar Berry Yuliandra Brianda, Wiko Okta Buang Alias Darmalion, Darmalion Desto Jumeno Dicky Fatrias Difana Meilani Dina Rahmayanti Dira Fatrina Donard Games Dwifitra Jumas Elita Amrina Eri Wirdianto Eureka Perdana Putra Fadhita Maisa Asri Fandy Triawan Fandy Triawan Fifi Nadhroh Foci, Nia Arfina Gesit Thabrani Gunawan, Fauzi Hafiz Rahman, Hafiz Hary Fandeli Hayati Habibah Abdul Talib Hayuzikra, Aufa Henmaidi Henmaidi Henmaidi Henmaidi Henra Nanang Sukma Hilma Raimona Zadry Hubbig, Afdhal Husnil Hidayat Ikhwan Arief Indah Desfita Indrapriyatna, Ahmad Syafruddin Innsanul Kamil Insannul Kamil, Insannul Intan Juwita iswahyuningsih iswahyuningsih Jonrinaldi Jumeno, Desto Kamil, Insannul Lusi Susanti Marta, Ayu Mego Plamonia Morena Tantilia Muhammad Ridwan Muharma, Arma Muluk, Asmuliardi Mulyani, Rini Muthia Roza Linda, Muthia Roza Nandra Lolyta Anggraini. A Nasfi, Nasfi Nasfryzal Carlo Nilda Tri Putri Nofialdi, Nofialdi Nofrandy, Irvan Novya Ardies Novya Ardiesa Patrisina, Reinny Perengki Susanto Prima Fithri putra, Yudhy Soneta Putri, Alyani Rahma Rahmiati Rahmiati Rahmiati Rahmiati Ratni Prima Lita Ravelby, Thesa Alif reinny patrisina Rezeki, Rahmad Ricky Akbar Ricky Eka Putra Rida Rahim Ridwan, Ridwan Rika Ampuh Hadiguna Rismasari, Roza Riza Yonita Roza Rismasari Sabri Septianas Yunior Shelly Nolandari Siti Aisyah Jamal Suhery, Suhery Syafrizal Syafrizal Syafrizal Syafrizal Taufik Taufik Taufik Taufik Tri Putri, Nilda Tria Ewilda Triawan, Fandy Vera Pujani Wiko Okta Brianda Wilantara, Bayu Wisnel Wisnel Yulianto, Ardhian Agung Yumi Meuthia Zuchria Anggia Sari Hasnda Zuherna Mizwar Zulhanif, Zulhanif