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Erna Tiningrum
STIE-AUB Surakarta

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APRESIASI MASYARAKAT TERHADAP MAKANAN DAN MINUMAN KAKI LIMA (STUDI KASUS MASYARAKAT DI SURAKARTA) Nani Irma Susanti; Erna Tiningrum
BHIRAWA Vol 1, No 2 (2013): April
Publisher : STIE AUB Surakarta

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Abstract

Foodandbeverages soldby PKL(street vendors) was onecontributor toa regionaleconomicturnaround. Although thebusinessunitwas smallbutwouldbe collectedwhenthe street vendorshada high valuefor the development ofregional.The data usedin this studywereprimary data takenwith a list ofquestions providedto the communityas asampleof 100 respondents.Testinstrumentanalyzingused, AnalysisRegression, t test, F test, testR2, and classical assumptionInstrumenttest resultsshowedallthe datawere valid and reliable. OfVariableRegressionanalysisSocial, Personaland Psychologicalshoweda positive influence onthe purchase decisionvariables. Variables thatmoststronglyinfluencedthepurchase decisionFoodandBeverageStreetinSurakartawasprivatevariable. Culturalvariableswhilenegativeaffect.Of thet testconcludedthat thevariableSocial, Personaland Psychologicalpositive and significant impactonFoodandBeveragePurchasingDecisionsStreetinSurakarta. Culturalvariableshad an influencewhile thenegativeandnot significant to theFoodandBeveragePurchasing DecisionsStreetinSurakarta. Keywords: Cultural, Social, andPsychologicalPersonalPurchase Decision
PENGARUH BAURAN PEMASARANTERHADAP KEPUTUSANPEMBELIAN BATIK DI USAHA KECIL MENENGAH BATIK SURAKARTA Erna Tiningrum
ADVANCE Vol 1, No 2 (2014): March
Publisher : STIE AUB Surakarta

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Abstract

The purpose of this study was to investigated the influence of product, price, place, and promotion of the purchasing decisions in the Small and Medium Enterprises Batik Surakarta City. Techniques of data analysis using multiple linier regression analysis,t-test, R2-test. The method used for data collection was based on questionnaires distributed to 100 buyers batik in the Small and Medium Enterprises (SMEs) Batik Surakarta City. With the result of the (X1) Product has positive and significant impact onpurchasing decisions in the Small and Medium Enterprises Batik Surakarta City. (X2) Price has positive and significant impact on purchasing decisions in the Small and Medium Enterprises Batik Surakarta City, . (X3) Place has positive and significant impact on purchasing decisions in the Small and Medium Enterprises Batik Surakarta City, . (X4) Promotion has positive and significant impact on purchasing decisions in the Small and Medium Enterprises Batik Surakarta City.Promotion of factors have contributedthe most powerful in influncing buying decisions at the Small and Medium Enterprises Batik Surakarta City, compared with the other variables. The magnitude of the effect of variable product, price, place, and promotion .(Adjusted R2) of purchasing decisions in the Small and Medium Enterprises Batik Surakarta City at 81.3%, while 18.7% is influenced by other factors beyond the variable. Keyword: Product, Price, Place, Promotion, and Purcashing Decisions