ANALYSIS OF THE EFFECT OF MARKETING MIX DECISIONS TO PURCHASE THE PRODUCT HAND PHONE

Setyawan, Aris

Accounting
2010

Today cell phones are used more and more people. One of handphone users are
students. To determine the influence of the phenomenon of marketing mix variables to
the decision to buy Nokia hand phone. The title selected is MARKETING MIX
ANALYSIS OF THE EFFECT OF PRODUCT PURCHASE DECISION ON HAND
PHONE (Case Study on Hand Phone Users Nokia Students at the College of Economic
Sciences Nusa Megarkencana). In accordance with the title of this research, then the
problem is formulated as follows: 1) Is the variable- marketing mix variables affect
simultaneously and partially on a student's decision School of Economics Nusa
Megarkencana in the purchase of Nokia brand mobile phone product? 2) Which
marketing mix variables dominant influence on student decision-School of Economics
Nusa Megarkencana in the purchase of Nokia brand mobile phone product? The method
used to answer the problem formulation was determined by survey method using
questionnaire methods of data collection tools. The data obtained was analyzed with
linear regression method to research conducted berganda.Dari known that marketing mix
variables of product, pricing, distribution, and promotion, influence student decisions
simultaneously towards School of Economics in the purchase of Nusa Megarkencana
Nokia brand of mobile phone products. Of all the marketing mix variables, individual
variables only campaign that has significant influence on purchase decisions on student
cell phones Nokia STIE Nusa Megarkendana Yogyakarta.
Keywords: Influence, Marketing Mix, Purchase Decision, Hand Phone Product