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Rifai, Didit Fachri
Sekolah Tinggi Ilmu Ekonomi Makassar (STIEM BONGAYA)
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Journal : Patria Artha Management Journal

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Pengaruh Bauran Pemasaran (Marketing Mix) terhadap Keputusan Konsumen dalam Membeli Motor Suzuki Jenis Bebek pada PT. Sinar Galesong Pratama Rifai, Didit Fachri
Patria Artha Management Journal Vol 1, No 1 (2017): Patria Artha Manajemen Journal
Publisher : Patria Artha University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33857/pamj.v1i1.48

Abstract

ABSCTRACT The objectives of this research are: (1) to examine the influence of marketing mix variables which consist of products, prices, places (distributional canals), and promotions to customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd., (2) to examine the marketing mix variables dominantly influencing the customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd. The technique used in collecting data was simple random sampling where the number of subjects was 100 respondents. A quantitative method was used to analyze the data with Multiple Linear Regression Analysis, F Test, and T Test. The result showed that variable of products (X1), prices (X2), places (X3), and promotions (X4) generally and partially, in positive way, influenced customer decision on buying low-end Suzuki motorcycle at Sinar Galesong Pratama Makassar Ltd. This indicated that the contribution of the four variables to customers was 64.3% respectively, and 35.7% was inspired by other unmentioned variables. Meanwhile, the most dominant variable was the products (X1) with coefficient of 0.549. Keywords: Product; Price; Place; Promotion; Customer Decision
Co-Authors Abdullah, Nurhikmawati Ahmad Idris Ardiansyah Halim Arif Arif Ayu Puspitasari Ayu Puspitasari, Ayu Data, Muhammad Umar Fattah, Nurfachanti Fitriani Kasim Gurandi, Dhiya Fathi Ghassani Harpiana Rahman Mansur Sididi Mappanganro, Andi Muh Syurabiel Muhammad Umar Data Muis, Malik Fajar Muklis Kanto Muklis Kanto Nur Hikmah Nurhikmawati, Nurhikmawati Putra, Wudi Darul Sakinah, Nurul Salsabila, Andi Batari Salsabilla, Andi Batari Sukarno, Zulfikry Tafsir, Muhammad Yudi Satria Yusuf, Rezky Aulia Zikrina, Nadya Nur