PENGARUH MARKETING MIX DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN AMDK MOJO TRAS MOJOKERTO

BETI FENNA YULINDA, BETI FENNA YULINDA (2019) PENGARUH MARKETING MIX DAN PERSEPSI KUALITAS TERHADAP KEPUTUSAN PEMBELIAN AMDK MOJO TRAS MOJOKERTO. Bachelor thesis, UNIVERSITAS ISLAM MAJAPAHIT MOJOKERTO.

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Abstract

ABSTRACT Yulinda, Beti Fenna. 2018. Influence of Marketing Mix and Quality Perception on Purchasing Decisions AMDK Mojo Tras Mojokerto. Final project / Script, Marketing Management Study Program, Faculty of Economics, Majapahit Islamic University (UNIM). Advisor I : Budi Utami, SE.,MM Advisor II : M. Syamsul Hidayat, SE.,MM This study aims to determine the effect of marketing mix and perceived quality, both simultaneously and partially on the decision of Mojo Tras bottled drinking water. The population in this study were the final consumers who consumed all types of Mojo Tras bottled water products. Determination of this sample using purposive sampling, with a total sample of 157 respondents. This data analysis technique is Multiple Linear Regression Analysis. The regression equation obtained is Y = 2,648 + 0,247x1 + 0,209x2 + 0,255x3 + 0,383x4 + 0,120x5. Based on the results of data analysis shows that the marketing mix and perceived quality simultaneously have a positive and significant effect on purchasing decisions with a calculated value of 79.036. While the results of the partial test that the marketing mix and quality perception have a positive and significant effect on purchasing decisions with Product tcount (X1) 4,196, Price (X2) 2,977, Location (X3) 4,136, Promotion (X4) 6,680 and perceived quality (X5) 1,938. Keywords : Marketing Mix, Quality Perception, Purchase Decision.

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