Amalia, Laela Rizki (2015) The Influence of Marketing Mix Variables on Purchase Decision and Customer Satisfaction. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: (1) Memahami pengaruh produk, harga, promosi dan saluran distribusi memiliki pengaruh terhadap keputusan pembelian, (2) Memahami pengaruh produk, harga, promosi dan saluran distribusi memiliki pengaruh terhadap kepuasan pelanggan, dan (3)Memahami pengaruh keputusan pembelian terhadap kepuasan pembelian Jenis penelitian ini menggunakan penelitian penjelasan dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini adalah produk, harga, promosi, saluran distribusi, keputusan pembelian dan kepuasan pelangganTotalsampel66member yang telahmenyewakendaraanduakali diVitiararent cardan digunakanteknik purposive sampling.Data dikumpulkan melalui kuesioner.Analisis deskriptif dan analisis jalur digunakan sebagai teknik analisis data. Hasil penelitian menunjukkan bahwa terdapat:(1) produk, harga, promosi, saluran distribusi berpengaruh positif dan signifikan terhadap keputusan pembelian (Z). Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan,(2) produk, harga, promosi, saluran distribusi berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan. Sedangkan variabel sumber pesan memberikan pengaruh tidak langsung pada proses keputusan pembelian melalui faktor psikologis, dan (3) Keputusan pembelian berpengaruh positif dan signifikan terhadap kepuasan pelanggan (Y). Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan.Oleh karena itu, perusahaan diharapkan untuk meningkatkan dan mempertahankan kualitas dari harga yang telah memiliki pengaruh lebih besarpadakepuasan pelanggan jikamelaluikeputusan pembelian.
English Abstract
This study aimed to: (1) understanding the influences of product, price, promotion, and distribution channel on purchase decision, (2) understanding the influences of product, price, promotion, and distribution channel on customer satisfaction, and (3) understanding the influence of purchase decision on customer satisfaction The type of this research used explanatory research with quantitative approach. Variables used in this research were product, price, promotionand distribution channels, purchase decisions and customer satisfaction. The total sample is 66 members of who has rented a vehicle enlist two times in Vitiara rent car by using purposive sampling technique. Data were collected through questionnaire Descriptive analysisandpath analysisis usedas adata analysis technique. The result of the study reveals that: (1) product, price, promotion, distribution channel variables have positive and significant effect on the purchase decision (Z). This is proven by the probability of <0.05, which means there is a significant effect, (2) product, price, promotion, distribution channel variables have positive and significant effect on customer satisfaction (Y). This is proven by the probability of <0.05, which means there is a significant effect. While message source variable provides indirect influence on the purchase decision process through psychological factors, and (3) purchase decision variable has positive and significant effect on customer satisfaction (Y). This is proven by the probability of <0.05, which means there is a significant effect.Therefore, the companyis expectedtoimproveandmaintainthe qualityof theprice thathas had abiggest influence oncustomer satisfactionifthrough apurchase decision.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2015/1072/051711780 |
| Uncontrolled Keywords: | Marketing mix, Purchase decision, customer satisfaction |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 12 Dec 2017 04:23 |
| Last Modified: | 30 Dec 2020 03:29 |
| URI: | http://repository.ub.ac.id/id/eprint/6860 |
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