Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Smarphone Merek Samsung Berbasis Android (Studi Pada Mahasiswa Administrasi Bisnis Fakultas Komunikasi Dan Bisnis Angkatan Tahun 2010-2013)
Abstract
This study aims to determine the effect of the marketing mix on consumer purchasing decisions on students of the Faculty of Business Administration and Business Communications force from 2010 to 2013. The method used is a quantitative method to study a type of descriptive research and causal. Types of data required for the study is primary data and secondary data. While the techniques used in collecting data for the study were interviews, questionnaires, and literature study. Sampling was done by the method of non- accidental sampling probabilty sampling type, the number of respondents of 100 respondents. Then, for data analysis used descriptive analysis and multiple linear regression analysis.
Based on the results of data processing multiple linear regression analysis, marketing mix simultaneously positive and significant impact on consumer purchasing decisions a student of Business Administration at the Faculty of Communication and Business class 2010-2013. Based on the results of the test of the hypothesis partially obtained variable product and place a positive and significant impact on consumer purchasing decisions a student of Business Administration at the Faculty of Communication and Business class 2010-2013. While variable price a negative and not significant impact, and variable promotion a positive but not significant impact. Based on the coefficient of determination obtained that the marketing mix is able to explain the purchase decision by 35.2% and the remaining 64.8% were influenced by other factors such as personal factors (Sari, 2013:35), or other factors not examined in this study, so it needs to be explored regarding the other factors in their influence on purchasing decisions based Samsung android smartphone. This reform should be linked to the vision and strategy of the company as well as tailored to the ability of the company, so the company is able to determine priorities for improvement.
Full Text:
PDF (Bahasa Indonesia)References
Alma, Buchari. (2011). Manajemen Pemasaran dan Manajemen Jasa. Bandung: Alfabeta.
Andrianto, Hendra. Noky. (2013). Pengaruh Kualitas Produk, Citra Merek, Harga dan Promosi Terhadap Keputusan Pembelian Mobil Jenis MPV Merek Toyota Kijang Innova di Semarang. Diponegoro Journal Of Management. Volume 2, No. 3, Hlm : 4-10.
Aryuningsih. (2011). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pasta Gigi Pepsodent di Kota Semarang. Skripsi tidak diterbitkan. Semarang: FE Universitas Diponegoro Semarang.
Baedowi, M.M. (2012). Analisis Pengaruh Kualitas Produk, Kesesuaian Harga, dan Intensitas Promosi Terhadap Keputusan Pembelian Konsumen pada Merek Rokok Djarum Super. Diponegoro Journal Of Management. Volume 1, No. 1, Hlm: 254-261.
Gitosudarmo, Indriyo. (2008). Manajemen Pemasaran (edisi ke-2). Yogyakarta: BPFE Yogyakarta
Ginting, Jimmy. M. (2012). Pengaruh Komponen Iklan Televisi Telkomsel Kartu AS Bebas Galau 30 Jam Versi Drama Lebay Terhadap Keputusan Pembelian Konsumen. Skripsi tidak diterbitkan. Bandung: FKB Telkom University Bandung
Kotler, Philip & Amstrong, Gary. (2010). Principles of Marketing (13e. Global Edition). London: Prentice Hall.
____________________________ (2009). Manajemen Pemasaran (Jilid 2. Edisi 13). Jakarta: Erlangga.
Kotler, Philip dan Keller, Kevin Lane. (2009). Manajemen Pemasaran (Jilid 2. Edisi 11). Jakarta: Erlangga.
________________________________ (2012). Marketing Management (14e. Global Edition). Inggris: Pearson.
Owomoyela, et al. (2013). Investigating The Impact of Marketing Mix Elements on Consumer Loyalty: An Emprical Study on Nigerian Breweries Plc. Interdisciplinary Journal of Contemporary Research in Business. Volume 4, No. 11, Hlm: 486-496.
Pratiwi, Rapika Ambar. (2012). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Produk Busana Muslim (Studi Kasus Rabbani Dipatiukur Oktober 2011-April 2012). Skripsi tidak diterbitkan. Bandung: FKB Telkom University Bandung.
Pungnirund, Bundit. (2013). The Influences of Marketing Mix on Customer Purchasing Behavior at Chatuchak Plaza Market. International Journal of Social, Human Science and Engineering. Volume 7, No 8, Hlm: 629-630.
Sarwono, Jonathan dan Martadiredja, Tutty. (2008). Riset Bisnis untuk Pengambilan Keputusan. Yogyakarta: ANDI.
Sari, Ade Indah. (2013). Faktor-Faktor Yang Mempengaruhi Perilaku Konsumen Dalam Keputusan Pembelian Ponsel Blackberry pada Mahasiswa STIE Harapan Medan. Jurnal e-maksi Harapan. Volume 1, No. 1, Hlm : 35-48.
Soraya, Vina. (2012). Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Mobil Merek Toyota Pada U.D. Dua Tiga Tujuh Motor Makassar. Skripsi tidak diterbitkan. Makassar: Fakultas Ekonomi Universitas Hasanudin.
Sekaran, Uma dan Roger Bougie. (2009). Research Methods for Business, A Skill Building Approach, John Wiley & Sons Inc.
Sugiyono. (2009). Statistik Untuk Penelitian (cetakan ke-14). Bandung: Alfabeta.
_________(2011). Metodologi Penelitian Kuantitatif Kualitatif dan R&D (cetakan ke-14). Bandung: Alfabeta.
Wangko, Mega Christine. (2013). Pengaruh Strategi Bauran Pemasaran Terhadap Keputusan Pembelian Mobil Panther Pada PT. Astra International – Isuzu Manado. Jurnal EMBA. Volume 1, No. 3, Hlm: 543-544. www.idc.com [15 Desember 2013]
Zulfikar, M.W. (2011). Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian pada Oase Batik Pekalongan. Skripsi pada FE Universitas Diponegoro Semarang: tidak diterbitkan.
DOI: https://doi.org/10.21107/jsmb.v1i2.1536
Refbacks
- There are currently no refbacks.
Copyright (c) 2016 Dara Patria Harjasiswi, Ai Lili Yuliati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Jurnal Studi Manajemen dan Bisnis by Universitas Trunojoyo Madura is licensed under a Creative Commons Attribution 4.0 International License.