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Indra Kusuma Putra
Universitas Brawijaya
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ANALISIS PENGARUH VARIABEL MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN CUKA APEL Indra Kusuma Putra; Imam Santoso; Dhita Morita Ikasari
Industria: Jurnal Teknologi dan Manajemen Agroindustri Vol 2, No 2 (2013)
Publisher : Department of Agro-industrial Technology, University of Brawijaya

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Abstract

Abstrak Tujuan dari penelitian ini adalah mengetahui pengaruh variabel marketing mix dan mengetahui variabel manakah yang dominan berpengaruh terhadap keputusan konsumen dalam pembelian cuka apel Tahesta. Metode penelitian yang dilakukan adalah dengan menyebarkan kuesioner kepada responden, kemudian menganalisis menggunakan analisis regresi berganda. Berdasarkan hasil penelitian didapatkan nilai persamaan koefisien regresi berturut-turut yakni X1 = 0.194, X2 = 0.149, X3 = 0.176, X4 = 0.348. Secara serempak semua variabel Marketing Mix 4P berpengaruh signifikan terhadap keputusan pembelian cuka apel Tahesta. Secara parsial variabel yang berpengaruh signifikan terhadap keputusan konsumen membeli cuka apel Tahesta adalah variabel produk dan variabel promosi.Kata kunci : marketing mix, perilaku konsumen, regresiAbstract This research aims to find out the influence of marketing mix variables and find out a variable that dominantly influences toward consumer’s desicion in purchasing it. Research was conducted by delivering questionnaire to respondents, then analysed it with multiple regression analysis. Based on research results, the equation of regression coefficient resulted the values respectively, which were X1 = 0.194, X2 = 0.149, X3 = 0.176, X4 = 0.348. These joint all of marketing mix variables 4P were significantly influential toward purchasing’s decision of the apple vinegar”Tahesta”. The significantly influential variables were product and promotion.Key words : marketing mix, consumer behavior, regression
Co-Authors Dhita Morita Ikasari Imam Santoso