ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SHAMPO PANTENE (Studi pada Swalayan ADA Siliwangi Semarang)

BASRI, SAIFUL (2014) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK SHAMPO PANTENE (Studi pada Swalayan ADA Siliwangi Semarang). Skripsi, Fakultas Ekonomi dan Bisnis.

Preview

PDF - Published Version Download (4087b) | Preview

Abstract

Abstract Purchase decision is the decision as an action selection of two or more alternative options. Basic psychological processes play an important role in understanding how consumers actually make their buying decisions. Smart companies are trying to understand the consumer buying decision process in full, all of them in the learning experiences, selecting, using and even get rid of the product. Many factors can influence purchasing decisions, one of which is the marketing mix consists of product, price, channels of distribution and promotion. The purpose of this study was to analyze the effect of product, price, channels of distribution and promotion of their purchasing decisions The population in this study is that consumers buy Pantene shampoo in Semarang city is not known for sure .. The selected sample amounted to 100 consumers. Methods of data collection using interviews, observation and questionnaires. The analysis technique used is multiple regression. The results showed that: 1) Price is the largest and most dominant factor affecting the decision pembelian.2). Promotion is a second factor influencing the purchase decision. 3). Product is a third factor that affects purchasing decisions. 4). Distribution of the four factors that influence purchasing decisions.

Actions (login required)