ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BAHAN BAKAR MINYAK JENIS PERTALITE DI KOTA BOYOLALI

Saputro, Yoga Wahyu (2017) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BAHAN BAKAR MINYAK JENIS PERTALITE DI KOTA BOYOLALI. Other thesis, Universitas Sebelas Maret.

[img] PDF - Published Version
Download (395Kb)

    Abstract

    To win business competition in marketing to make the consumer capable of deciding to purchase the product offered by the company, the company should consider some factors related to marketing: promotion, price, and product quality. It requires the company to apply an appropriate marketing mix strategy. The objective of research was to find out the factors affecting the decision of purchasing pertalite-type fuel in Boyolali including promotion, price and product quality, in making purchasing decision together. This research used questionnaire to collect the data and the sample consisted of 100 respondents, taken using accidental sampling technique. The sample of research consisted of the motor vehicle owners and consumers of pertalite-type fuel in Boyolali. The methods of analyzing data used were multiple regression analysis, F-, t- and R2 tests. The result of F-test showed F-statistic value of 35.641 at significance level of 0.000 and overall, out of 3 independent variables affecting the dependent variable of purchasing decision, from the result of multiple regression analysis, it could be found the coefficient value of 1.608, the coefficient of product quality was 0.247, that of price was 0.341 and that of promotion was 0.330. The result of t-test showed that price variable was a one affecting dominantly the purchasing decision with tstatistic of 3.391. The result of R2 test showed that simultaneously, the three variables affect purchasing decision of 51%.

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HG Finance
    Divisions: Fakultas Ekonomi dan Bisnis > D3 - Manajemen Pemasaran
    Depositing User: Zahrotun Hanifah
    Date Deposited: 29 Dec 2017 09:02
    Last Modified: 29 Dec 2017 09:02
    URI: https://eprints.uns.ac.id/id/eprint/38425

    Actions (login required)

    View Item