Pengaruh marketing mix terhadap keputusan konsumen untuk membeli produk handycraft (studi kasus pada pt. Suwastama solo)

Rahmawati, Titik (2008) Pengaruh marketing mix terhadap keputusan konsumen untuk membeli produk handycraft (studi kasus pada pt. Suwastama solo). Masters thesis, Universitas Sebelas Maret.

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    Abstract

    This research aimed to know: 1) influence partial and simoultanly of marketig mix variable such as product, place, price and promotion toward consumers decision to buy handycraft product, 2) marketing mix variable that the stronger effect toward consumers decision to buy handycraft product. Sample in this research is 207 respondent with used probability sampling method. Examination of validity used correlation of moment product and examination of reliability used alpha cronbach. Data analysis used in this research is claasic assumption test, multiple linier regression, t and F test, so R2. Based on data analysis, the result are as bellows : 1) the influence product place, price and promotion variable toward consumers decision to buy handycraft product, 2) product variable is the variable the stronger effect toward consumers decision to buy handycraft product. Key word: product, place, price, promotion, consumers decision

    Item Type: Thesis (Masters)
    Subjects: H Social Sciences > HD Industries. Land use. Labor
    H Social Sciences > HF Commerce
    H Social Sciences > HN Social history and conditions. Social problems. Social reform
    Divisions: Pasca Sarjana > Magister > Magister Manajemen
    Depositing User: Athiyah
    Date Deposited: 19 Aug 2013 00:34
    Last Modified: 19 Aug 2013 00:34
    URI: https://eprints.uns.ac.id/id/eprint/9939

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