Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Melalui Minat Sebagai Variabel Intervening
| Main Author: | Rahmatullah, Ahmad Marzuki |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Universitas Islam Malang
, 2019
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| Subjects: | |
| Online Access: |
http://riset.unisma.ac.id/index.php/JU-ke/article/view/2718 http://riset.unisma.ac.id/index.php/JU-ke/article/view/2718/2562 |
Daftar Isi:
- The purposes of this research are (i) to know the direct effect of marketing mix on consumer interests; (ii) to know the direct effect of the marketing mix on purchasing decisions; (iii) to find out the direct effect of purchasing decisions and (iv) to know the effect of the marketing mix on purchasing decisions through interest. The analysis method uses path analysis. Based on the results of research and discussion, it is concluded that (i) the marketing mix consists of prices, locations, products and promotions that are directly related to consumer interests; (ii) marketing mix consisting of prices, place, products and promotions that are directly related to purchasing decisions; (iii) direct attractive promotion of purchasing decisions and (iv) marketing mix consisting of prices, locations, products and promotions related to purchasing decisions through interest The suggestions that can be taken into consideration are discounts that need to be increased again because they are quite dominant in sales volume. Besides that this research there are several indicators that have not been so it needs to do further research.