Skripsi

Pengaruh bauran pemasaran terhadap keputusan konsumen dalam pembelian handphone Nokia di Kecamatan Blimbing Malang / Listyorini Pramuningtyas

Abstrak
Key words Marketing Diffused consumer s buying decision This is kind of research is survey research which is conducted by the researcher through observation during collecting data to the 100 respondents who use nokia mobile phone in Blimbing Malang with the title The influence of Marketing Diffused to the Buying Decision of Nokia Mobile Phone (A studi of nokia mobile phone users in Blimbing Malang) . Blimbing was chosen because it becomes the main track that connects Malang and Surabaya. So the society in Blimbing is dynamic and complex thus it is interesting to examine how is the attitude of the society in using technology especially mobile phone. Nokia mobile hone was chosen because this brand is so well known and unbroken in applying innovation and promotion through mass media. So the use of thin mobile phone is far-ranging. The aim of this research is to figure out the effects of variable marketing diffused including product price promotion and distribution to the buying decision of nokia mobile phone in Blimbing Malang. The achieved advantage of the research especially for the company it is expected gives additional information in order to increase the amount of selling based on the consumer s attitude analysis. According to the above explanation the researcher attracted to conduct a research about marketing diffused. This research aims to find out the effects of marketing diffused (X) including product (X1) price (X ) promotion (X3) and distribution (X4) partially and simultaneously to the customer s buying decision. on this research the sampling technique used is Accidental Sampling. Accidental sampling is deciding sample based on the accidental event which the sample taken is 100 nokia mobile phone users in Blimbing Malang. the scale used is likert skale with five options of answers. To test the feasibility of the instrument the researcher uses validity and reliability test. Data collection technique uses in this research are questionnaire documentation and interview. This research uses descriptive and multiple linier regression technique analysis through SPSS 13.00 version. Based on the result of the research it is found that the marketing diffused variable(X) consisting of product (X1) price (X2) promotion(X3) and distribution(X4) factors partially and significantly give positive effects to the buying decision of Nokia Mobile Phone in Blimbing Malang. those effects is shown with significant value by t test from each variable which the values are shown as follows product(X1) has 4.979 significant value price (X2) has 2.740 significant value promotion(X3) has 2.883 significant value and distribution (X4) has 5.804 significant value. Simultaneously product (X1) price (X2) promotion (X3) and distribution (X4) also significantly have positive effects to the buying decision of nokia mobile phone in Blimbing Malang. That effect is shown with significant value of F is 41.317. Besides it is also known that the adjusted R square 0 635. it can be interpreted that the variable of marketing defused consisting of product price promotion and distribution give impact to the buying decision of nokia mobile phone in Blimbing Malang 63.5% and the rest is 36.5% which is influenced by other variable out side the research. Based on the result of the research it is suggested to the personnel marketing of nokia mobile phone to improve level of distribution channel in order to be wider so the consumer can reach nokia easily product factor has to be easier to use and long durable promotion has to be practices more incessantly finally the price has to be more competitive with offered product quality. besides the company should pay attention to the other factures to attract consumers which are not explain in this research. other factor can be from internal consumer factors such as culture social personal and psychology and also external consumer

Informasi Detail

DDC

Rs 658.8343 PRA p

Prodi

Universitas Negeri Malang. Program Studi Manajemen, 2010.

Deskripsi Fisik

x, 107 lembar : il. , tab. ; 30 cm.

Bahasa

Indonesia

No Reg

03684/KI/10

Edisi

Skripsi (Sarjana)--Universitas Negeri Malang. 2010

Subjek

1. KONSUMEN - KEPUTUSAN MEMBELI
2. PEMASARAN, BAURAN

Pembimbing

1. Djoko Dwi Kusumojanto 2. Titis Shinta Dhewi

Lampiran Berkas