TUGAS 1

THE INFLUENCE MARKETING MIX OF DECISION PURCHASE OF PRODUCT CELLPHONE SAMSUNG

(Case Study on Gunadarma University Kalimalang Bekasi)

THE SCIENTIFIC WRITING

Submitted in partial fulfillment requirements to achieve baccalaureate degree majoring in Management of  Gunadarma University Faculty of Economics

                                                                 

                                    Name               : Dewi Murtikasari

                                    NPM               : 12213294

                                    Major               : Management

                                    Mentor             : Anisah, SE., MM.

FACULTY OF ECONOMICS

GUNADARMA UNIVERSITY

JAKARTA

2016

ABSTRACT

Dewi Murtikasari 12213294

The Influence Marketing Mix of Decision Purhase of Product Cell Phone Samsung

(Case Study on Gunadarma University Students Kalimalang Bekasi)

The Scientific Writing : Major Management, Faculty of Economics, Gunadarma University, 2016

Keywords : product, price, promotion, place or distribution and purchase decision.

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            This research attempts to understand the influence marketing mix : product (X1), price(X2), promotion(X3), place or distribution(X4) influential in partial of decision purchase of product cell phone samsung and to know which of 4 variable product, price, promotion, place or distribution the most influential of decision purchase of product cellphone Samsung.

            The data used was primary data using a questionnaire deployed to 100 respondents that is Gunadarma Students University Kalimalang Bekasi Faculty of Economics level year 2013. Variable measured based on response respondents using Likert Scale. Instruments the analysis used is the validity test, reliability test, the assumption classic test, consisting of normality test, heterokedastisitas test, multikolonearitas test, linear regression multiple, the coefficients determination, test T and test F as using software SPSS  20.0.

            The research result show that in partial marketing mix consisting of product, price, promotion, place or distribution only variable place influential significantly to the decision purchase of products cellphone Samsung and variable  the most influential of decision purchase of product cellphone Samsung of fourth variable is the variable promotion (X3). This is shown by the results of  the regression equation is where the value of the coefficients variable promotion is the biggest that is 0,275.

Bibliography (2000 – 2016)

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                 CLOSING  

5.1       Conclusions

Based on the results of the analysis and the discussion has been mentioned chapter earlier, writers pull some conclusions :

1.      In partial of four variable marketing mix is product, price, promotion and place only variable place influential significantly to the decision purchase of products cellphone Samsung. 

2.      Variable promotion having influence  the most dominant of the decision purchase of product cellphone Samsung. It was because variable promotion having the value of the regression coefficients higher than variable product, price, place or distribution.    .

5.2       Reccomendations

Based on conclusions that obtained in this research, then submitted suggestions as a complementary against the results of research that can be given as follows   :

1.      For researchers next, is expected to further research concumers overall as a whole that is mobile phone users Samsung or not mobile phone users Samsung so as to lead to results more variatif and accurate about marketing mix of decision purchase.

2.      Because this research is only research about  marketing mix consisting of product, price, promotion, place of product cellphone Samsung on a gunadarma campus university kalimalang, while still corpulent there are other factors that can be influentaly of decision purchase. Then for further research are advised to check about other factors that can affect of decision purchase , brand equity, such factors of consumer psychology and characteristrics (cultural, social, personal, psychology)