ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP K E P U T U S A N P E M B E L I A N H E L M M E R E K I N K (Studi Pada Mahasiswa FISIP UPN “Veteran” Jawa Timur
Daftar Isi:
- This research is concerned with the issues contained in the marketing mix. Given this research can provide input for the company to increase marketing mix well. Marketing mix used include product, price, promotion and distribution. The purpose of this study is to be achieved is to analyze the influence simultaneously and partially covering the marketing mix of product, price, promotion and distribution of the purchasing decision. This research is quantitative. The data used is primary data that is based on kuesioner.populasi in this study were students who buy and use helmets INK. The sample in this study using the formula Unknown Population. In processing the data using validity, reliabilitasdan classic assumption test which includes test multicollinearity, autocorrelation and heteroskedasticity and multiple linear regression analysis, and hypothesis testing which includes the F test, t test and dominant. Based on the analysis of data, simultaneously and partially covering the marketing mix variable product (X1), price (X2), promotion (X3) and distribution (X4) influence the purchase decision variable (Y). Yag most dominant variable influencing consumer decision is a variable product. Keywords: Product, Price, Promotion, Distribution, Purchasing Decision