Analyzing the influence of marketing and non-marketing factor that affect the consumer decision making in buying PT. XYZ?s diabetic milk product
| Main Authors: | MAUREEN NASTHASIA, FEILANNY RATNASARI S |
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| Terbitan: |
Universitas Kristen Petra
, 2009
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| Subjects: | |
| Online Access: |
http://dewey.petra.ac.id/catalog/ft_detail.php?knokat=21067 |
Daftar Isi:
- This thesis examines what factors influence the consumer decision making process in buying PT. XYZ?s diabetic milk product. In the research, the writers employ two types of analysis method which is first, Factor Analysis as analytical method in order to identify which reduce unimportant variables and find factor that are qualified for the analysis. Second analysis is Multiple Regression analysis as analytical method in order to identify the significant influences of marketing (marketing mix) and non marketing (social, personal, and psychological) factor towards the consumer decision making in buying PT. XYZ?s diabetic milk product. Using quantitative approach, the research involving ratio and interval types of data that are collected through distributing questionnaires covering 94 respondents with sampling method of purposive sampling employing marketing and non marketing factors. After analysis done, it can be concluded that only marketing factor that influence the consumer decision making in buying PT. XYZ?s diabetic milk product. Product as an indicator from marketing factors is proven to be the dominant factors influencing PT. XYZ?s diabetic milk user. The model explains only 15.4% of the phenomenon, but this can be explained by the type of product analyzed which is diabetic milk, which people mostly concern only on the product.