Pengaruh bauran pemasaran terhadap keputusan konsumen dalam pembelian handphone Nokia di Kecamatan Blimbing Malang / Listyorini Pramuningtyas
| Main Author: | Pramuningtyas, Listyorini |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
, 2010
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| Online Access: |
http://repository.um.ac.id/33517/ |
Daftar Isi:
- KeywordsMarketingDiffusedconsumersbuyingdecisionThisiskindofresearchissurveyresearchwhichisconductedbytheresearcherthroughobservationduringcollectingdatatothe100respondentswhousenokiamobilephoneinBlimbingMalangwiththetitleTheinfluenceofMarketingDiffusedtotheBuyingDecisionofNokiaMobilePhone(AstudiofnokiamobilephoneusersinBlimbingMalang).BlimbingwaschosenbecauseitbecomesthemaintrackthatconnectsMalangandSurabaya.SothesocietyinBlimbingisdynamicandcomplexthusitisinterestingtoexaminehowistheattitudeofthesocietyinusingtechnologyespeciallymobilephone.Nokiamobilehonewaschosenbecausethisbrandissowellknownandunbrokeninapplyinginnovationandpromotionthroughmassmedia.Sotheuseofthinmobilephoneisfar-ranging.TheaimofthisresearchistofigureouttheeffectsofvariablemarketingdiffusedincludingproductpricepromotionanddistributiontothebuyingdecisionofnokiamobilephoneinBlimbingMalang.Theachievedadvantageoftheresearchespeciallyforthecompanyitisexpectedgivesadditionalinformationinordertoincreasetheamountofsellingbasedontheconsumersattitudeanalysis.Accordingtotheaboveexplanationtheresearcherattractedtoconductaresearchaboutmarketingdiffused.Thisresearchaimstofindouttheeffectsofmarketingdiffused(X)includingproduct(X1)price(X)promotion(X3)anddistribution(X4)partiallyandsimultaneouslytothecustomersbuyingdecision.onthisresearchthesamplingtechniqueusedisAccidentalSampling.Accidentalsamplingisdecidingsamplebasedontheaccidentaleventwhichthesampletakenis100nokiamobilephoneusersinBlimbingMalang.thescaleusedislikertskalewithfiveoptionsofanswers.Totestthefeasibilityoftheinstrumenttheresearcherusesvalidityandreliabilitytest.Datacollectiontechniqueusesinthisresearcharequestionnairedocumentationandinterview.ThisresearchusesdescriptiveandmultiplelinierregressiontechniqueanalysisthroughSPSS13.00version.Basedontheresultoftheresearchitisfoundthatthemarketingdiffusedvariable(X)consistingofproduct(X1)price(X2)promotion(X3)anddistribution(X4)factorspartiallyandsignificantlygivepositiveeffectstothebuyingdecisionofNokiaMobilePhoneinBlimbingMalang.thoseeffectsisshownwithsignificantvaluebyttestfromeachvariablewhichthevaluesareshownasfollowsproduct(X1)has4.979significantvalueprice(X2)has2.740significantvaluepromotion(X3)has2.883significantvalueanddistribution(X4)has5.804significantvalue.Simultaneouslyproduct(X1)price(X2)promotion(X3)anddistribution(X4)alsosignificantlyhavepositiveeffectstothebuyingdecisionofnokiamobilephoneinBlimbingMalang.ThateffectisshownwithsignificantvalueofFis41.317.BesidesitisalsoknownthattheadjustedRsquare0635.itcanbeinterpretedthatthevariableofmarketingdefusedconsistingofproductpricepromotionanddistributiongiveimpacttothebuyingdecisionofnokiamobilephoneinBlimbingMalang63.5%andtherestis36.5%whichisinfluencedbyothervariableoutsidetheresearch.Basedontheresultoftheresearchitissuggestedtothepersonnelmarketingofnokiamobilephonetoimprovelevelofdistributionchannelinordertobewidersotheconsumercanreachnokiaeasilyproductfactorhastobeeasiertouseandlongdurablepromotionhastobepracticesmoreincessantlyfinallythepricehastobemorecompetitivewithofferedproductquality.besidesthecompanyshouldpayattentiontotheotherfacturestoattractconsumerswhicharenotexplaininthisresearch.otherfactorcanbefrominternalconsumerfactorssuchasculturesocialpersonalandpsychologyandalsoexternalconsumer