SAPUTRA, DENI (2017) ANALISIS BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING PADA PRODUK HONDA PCX DI PT.TUNAS DWIPA MATRA BANDAR LAMPUNG. Skripsi thesis, IBI DARMAJAYA.
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Abstract
ABSTRACT ANALYSIS OF MARKETING MIX ON PURCHASE DECISION THROUGH PURCHASE INTENTION AS THE INTERVENING VARIABLE ON HONDA PCX PRODUCTS IN TUNAS DWIPA MATRA LTD BANDAR LAMPUNG By Deni Saputra Motor manufacturers from around the world have started to enter Indonesia markets. Tunas Dwipa Matra (TDM) Ltd is the authorized Honda distributor in Lampung. The objectives of this research were (1) to determine whether the marketing mix affected the purchase intention on Honda pcx in Tunas Dwipa Matra Ltd. Bandar Lampung, (2) to determine whether the marketing mix affected the purchase decision on Honda pcx in Tunas Dwipa Matra Ltd. Bandar Lampung,and (3) to determine whether the marketing mix and the purchase intention affected the purchase decision on Honda pcx in Tunas Dwipa Matra Ltd. Bandar Lampung. Type of this research was an associative method. To collect the data, the researcher used questionnaires. The population of this research was consumers who have Honda pcx. Population of this research was 133 people. Sampling technique used in this research was non probabillity sampling and purposive sampling technique. The criterion of this sample was the consumers who purchased Honda pcx in the period of 2014-2016. The number of samples in this research 57 respondents. The data analysis used in this research was a path analysis. The result of this research showed that (1) the marketing mix (X) affected the purchase intention (Y) on Honda pcx in Bandar Lampung, (2) the marketing mix (X) affected the purchase decision (Z) on Honda pcx in Bandar Lampung, and (3) the marketing mix (X) affected the purchase intention (Y) which also had an effect on the purchase decisions (Z) on Honda pcx in Bandar Lampung. Keywords: Marketing mix (4P), Purchase Intention, Purchase Decision
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | 600 Teknologi - Ilmu terapan > 650 Manajemen |
| Divisions: | Skripsi/TA & PKPM/KP - Fakultas Ekonomi Bisnis > Prodi Manajemen |
| Depositing User: | Users 6 not found. |
| Date Deposited: | 02 Sep 2019 02:22 |
| Last Modified: | 02 Sep 2019 02:22 |
| URI: | http://repo.darmajaya.ac.id/id/eprint/254 |
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