PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KARTU INTERNET INDOSAT OOREDO

Authors

  • Yemima Oktavia Astuti, Y. Djoko Suseno & Retno Susanti

Abstract

This study aims toanalyze the significance the effect of marketing mix influence on
purchasing decisionsdetermine which variables are the most dominant influence on
purchasing decisions.The research method used survey method. The population in this
study were students of the faculty of Economics, Management Studies Program of Slamet
Riyadi University unknown number. The number of samples in this study of 100
respondents, the sampling technique uses accidental sampling technique. Test instrument
using validity and reliability test. Classic assumption test using the test: multicolinearity,
autocorrelation, heteroscedasticity and normality. Data analysis techniques: multiple
linear regression, t-test, F, and the coefficient of determination.The research results
showedproduct has significant effect to purchasing decicions, price has significant effect
to purchasing decicions, promotion has significant effect to purchasing decicion, place
has significant effect to purchasing decicions, the accuracy of the model test results
show that the regression model used in this study is good or goodnes of fit models, place
variable had the most dominant influence on purchasing decisions.
Keywords: product, price, promotion, purchasing decisions

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Published

2017-09-16

Issue

Vol. 17 No. 2 (2017): Jurnal Ekonomi dan Kewirausahaan : Juny

Section

Artikel

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