ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK TRAS PADA DISTRIBUTOR PT.SEGAR MURNI UTAMA,MOJOKERTO ( STUDI PADA PENDUDUK DESA GAYAMAN )

NUR HALIMAH, NUR HALIMAH (2019) ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN (AMDK) MEREK TRAS PADA DISTRIBUTOR PT.SEGAR MURNI UTAMA,MOJOKERTO ( STUDI PADA PENDUDUK DESA GAYAMAN ). Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT HALIMAH,NUR. 2018. Analysis of Factors Affecting the Purchase Decision on TRAS Branded Bottled Drinking Water (AMDK) Products at PT. SEGAR MURNI UTAMA, MOJOKERTO. Final Project Description, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). The influence of the service marketing mix on customer satisfaction in the wing claw dawarblandong restaurant.Script / final project, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Budi Utami, SE., MM Advisor II : Eny Setyariningsih, SE., MM The purpose of this study was to determine several factors that influence the purchase decision of TRAS Branded Bottled Drinking Water (AMDK) as well as to find out the dominant factors that influence the purchase decision of TRAS Branded Bottled Drinking Water (AMDK). SEGAR MURNI UTAMA, MOJOKERTO. The study uses a quantitative type of research and this research was conducted at PT. SEGAR MURNI UTAMA, MOJOKERTO. During the research conducted on May 17 to June 30, the data used were primary and secondary data. The sample examined was 87 respondents. The number of variables studied is 25 variables. Data processed using factor 23 variable analysis can be further analyzed. There are 2 variables released because the MSA value is <0.5. Data obtained from respondents were processed using SPSS 21.0 For Windows. Based on the results of testing the 23 analyzed variables, it was found that the results of the data reliability test showed that the value of Cronbach's Alpha was above 0.70 which was 0.914 with a value of KMO (Kaiser Mayer Olkin-Measure Of Sampling) 0.761 Bartlett Test of Sphericity = 0.253 with df / db( degree of freedom) = 2, significant = 0.2108 indicates that the factor analysis used in the analysis of this study can be justified. Furthermore, there are 4 factors that have eigenvalue values above 1 (> 1) with a value of 36.929% which includes: marketing factors with total eigenvalue 36.929%, product quality and psychological factors with total eigenvalue 16.291%, personal factors with total eigenvalue 10.415%, environmental factors with a total eigenvalue 9,287% which affects the purchase decision of Kemsana Deep Drinking Water (AMDK) TRAS Brands at the distributor PT. SEAR MURNI UTAMA, MOJOKERTO. The dominant factor that influences the purchase decision of TRAS Branded Bottled Drinking Water (AMDK) At PT. SEGAR MURNI UTAMA, MOJOKERTO. Is a marketing factor (product, price, distribution, promotion, culture, group and communication) which is the dominant factor with a percentage value of 36.929%. Keyword : Faktoc analysis, Purchase Decision.

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