PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK WARALABA KEBAB TURKI BABA RAFI DI KOTA MATARAM

  • Phyta Rahima STMIK Bumigora Mataram
Keywords: Marketing mix, Buying decision

Abstract

The tittle of this research is The Effect Of Marketing Mix to Customers’s Buying Decision at Kebab Turki Baba Rafi Franchise Product in Mataram. The Purpose of this research are to know The Effects of Marketing Mix to Customer’s Buying Decision at Kebab Turki Baba Rafi in Mataram not only simultantly but also partially and to know which one of Marketing Mix has dominant effect to Customer’s Buying Decision at Kebab Turki Baba Rafi franchise’s productin Mataram. The kind of this research is causality research. The data of this research are kuantitatif and kualitatif data. To answer the question, data is collected from 100 respondent who were asked to fill the questionaire about the research variables, Product, Price, Place, Promotion, People and Customer’s Buying Decision at Kebab Turki Baba Rafi in Mataram. Then t-test and f-test is used to test the data, beside that the researchers used validity and reliability test, and linear regression. The results of the t-test and f-test analysis shows that Promotion and Place to have a positive and significant impact on Customer’s Buying Decision at Kebab Turki Baba Rafi in Mataram. And the result of analysis show that 57.3% Y Variable explained by Independent Variable such as Product, Price, Place, Promotion and People and remain 42,7% explain by other variable out of used variable. Meanwhile, promotion and place have dominant effect to Customer’s Buying Decision at Kebab Turki Baba Rafi in Mataram. Based on the results, The all of question at quesionaire have a valid and reliable question which is used to get the data in this research

References

[1] Basu Swastha Dharmmesta dan T. Hani Handoko. 2002. Manajemen Pemasaran, Edisi Pertama, BPFE, Yogyakarta.
[2] Basu Swastha. 2002. Manajemen Pemasaran. Edisi Kedua. Cetakan Kedelapan. Jakarta: Penerbit Liberty.
[3] Basu Swastha. 2007. Manajemen Pemasaran. Edisi Kedelapan. Cetakan Kedelapan. Jakarta: Penerbit Liberty.
[4] Basu Swastha dan Irawan, (1999), Manajemen Pemasaran Modern, Edisi 2, Yogyakarta : Liberty.
[5] Fandy Tjiptono, (1995), Strategi Pemasaran, Yogyakarta : Andi Offset.
[6] Ghozali, Imam. 2001. Aplikasi Analisis Multivariate Dengan Program SPSS. Semarang : Badan Penerbit Universitas Diponegoro.
[7] Gujarati, Damodar. 1997. Ekonometrika Dasar. Jakarta : Erlangga.
[8] Indriyono Gitosudarmo, (1995), Manajemen Pemasaran, Edisi Pertama, Yogyakarta : BPFE.
[9] Kotler, Philip, (1993), Manajemen Pemasaran, Analisis Perencanaan dan Pengendalian, Edisi Keenam, Jakarta : Erlangga.
[10] Kotler, Philip dan Armstrong. 1997. Prinsipprinsip Pemasaran. Edisi Ketiga. Jilid I. Jakarta: Erlangga
[11] Kotler, Philips dan Keller, Kevin Lane. 2006. Manajemen Pemasaran, Alih Bahasa Benyamin Molan, Jilid Satu Edisi Kedua belas, 2007, Penerbit Indeks, Jakarta. [12] Kotler Philib,dan Gary Amstrong 2005, DasarDasar Manajemen Pemasaran, Jilid 3 Jakarta: PT.Indeks
[13] Kotler Philip, 2007, Manajemen Pemasaran :Penerbit Airlangga, Jakarta
[14] Radiosunu, (2001), Manajemen Pemasaran Suatu Pendekatan Analisis, Edisi Kedua, Yogyakarta : BPFE.
[15] Sugiyono, 2007, Statistika Untuk Penelitian,Alfabeta, Bandung [16] Sugiyono, 2008. Metode Penelitian Bisnis. Cetakan keduabelas 2008. Penerbit Alfabeta, Bandung
Published
2017-09-27
How to Cite
[1]
P. Rahima, “PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PRODUK WARALABA KEBAB TURKI BABA RAFI DI KOTA MATARAM”, Jurnal Varian, vol. 1, no. 1, pp. 19-26, Sep. 2017.
Section
Articles