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Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Melalui Minat Sebagai Variabel Intervening

JU-ke (Jurnal Ketahanan Pangan)

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Title Analisis Pengaruh Marketing Mix Terhadap Keputusan Pembelian Melalui Minat Sebagai Variabel Intervening
 
Creator Rahmatullah, Ahmad Marzuki
 
Subject —
marketing mix, price, place, product and promotion.
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Description The purposes of this research are (i) to know the direct effect of marketing mix on consumer interests; (ii) to know the direct effect of the marketing mix on purchasing decisions; (iii) to find out the direct effect of purchasing decisions and (iv) to know the effect of the marketing mix on purchasing decisions through interest. The analysis method uses path analysis. Based on the results of research and discussion, it is concluded that (i) the marketing mix consists of prices, locations, products and promotions that are directly related to consumer interests; (ii) marketing mix consisting of prices, place, products and promotions that are directly related to purchasing decisions; (iii) direct attractive promotion of purchasing decisions and (iv) marketing mix consisting of prices, locations, products and promotions related to purchasing decisions through interest The suggestions that can be taken into consideration are discounts that need to be increased again because they are quite dominant in sales volume. Besides that this research there are several indicators that have not been so it needs to do further research.
 
Publisher Universitas Islam Malang
 
Contributor —
 
Date 2019-05-11
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
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Format application/pdf
 
Identifier http://riset.unisma.ac.id/index.php/JU-ke/article/view/2718
 
Source JU-ke (Jurnal Ketahanan Pangan); Vol 3, No 1 (2019): JU-ke (Jurnal Ketahanan Pangan); 63 - 77
JU-ke: Jurnal Ketahanan Pangan; Vol 3, No 1 (2019): JU-ke (Jurnal Ketahanan Pangan); 63 - 77
2654-2811
2598-9898
 
Language eng
 
Relation http://riset.unisma.ac.id/index.php/JU-ke/article/view/2718/2562
 
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Rights Copyright (c) 2019 JU-ke (Jurnal Ketahanan Pangan)