Amalia, Putri (2020) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN BAJU DI PASAR JATINEGARA, JAKARTA TIMUR (Studi Pada Toko Pakaian Muslimah Mahkota, Jatinegara). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta.
![[img]](http://repository.stei.ac.id/style/images/fileicons/text.png) |
Text (ABSTRAK)
Abstrak.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
|
Text (BAB I)
BAB I.pdf Available under License Creative Commons Attribution Non-commercial. Download (214kB) |
|
Text (BAB II)
BAB II.pdf Available under License Creative Commons Attribution Non-commercial. Download (377kB) |
|
Text (BAB III)
BAB III.pdf Available under License Creative Commons Attribution Non-commercial. Download (521kB) |
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (524kB) |
|
Text (BAB V)
BAB V.pdf Restricted to Repository staff only Available under License Creative Commons Attribution Non-commercial. Download (435kB) |
|
Text (LAMPIRAN)
LAMPIRAN.pdf Available under License Creative Commons Attribution Non-commercial. Download (1MB) |
Abstract
ABSTRAK Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh marketing mix terhadap keputusan pembelian baju di pasar Jatinegara, Jakarta Timur (studi pada toko pakaian muslimah Mahkota, Jatinegara). Penelitian ini menggunakan strategi asosiatif. Metode yang digunakan adalah metode purposive sampling. Sampel dalam penelitian ini sebanyak 99 responden. Metode analisis data yang digunakan dalam penelitian ini adalah analisis koefisien determinasi dan pengujian hipotesis. Hasil penelitian ini menunjukkan bahwa secara parsial pengaruh produk, harga, promosi dan lokasi berpengaruh signifikan terhadap keputusan pembelian masing-masing sebesar 35,04%, 13,17%, 6,30% dan 9,92%. Adapun secara berganda pengaruh produk, harga, promosi dan lokasi berpengaruh signifikan terhadap keputusan pembelian adalah sebesar 60,37%. Berdasarkan hasil pengujian hipotesis dengan taraf nyata 5% disimpulkan bahwa secara parsial produk, harga, promosi dan lokasi signifikan terhadap keputusan pembelian. Adapun hasil pengujian hipotesis secara simultan menyimpulkan produk, harga, promosi dan lokasi signifikan terhadap keputusan pembelian. ABSTRACT The purpose of this research is to know how much effect of marketing mix on decisions to purchase clothing in Jatinegara, East Jakarta (study at Mahkota muslimah clothing store, Jatinegara). This research used associative strategy. The method used in this research is purposive sampling method. The number of samples in this research were 99 respondents. The data analysis method used was the coefficient of determination and hypothesis testing. The result showed the partially, the effect of product, price, promotion and location on purchase decisions is 35,04%, 13,17%, 6,30% and 9,92%. As for the multiple effects of product, price, promotion and location on purchase decisions is 60,37%. Based on the results of hypothesis testing with a significant level of 5% it was concluded that partially product, price, promotion and location were significant to purchase decisions. The results of simultaneous hypothesis testing conclude that product, price, promotion and location were significant to purchase decisions.
| Item Type: | Thesis (Skripsi) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | Manajemen > Manajemen Pemasaran | ||||||||
| Divisions: | S1 Manajemen | ||||||||
| Depositing User: | Users 898 not found. | ||||||||
| Date Deposited: | 23 Oct 2020 06:05 | ||||||||
| Last Modified: | 23 Oct 2020 06:05 | ||||||||
| URI: | http://repository.stei.ac.id/id/eprint/914 |
Actions (login required)
 |
View Item |
