Pengaruh Marketing Mix Terhadap Keputusan Konsumen (Studi Kasus Di Citra Land Manado)

Beuty Fallon Kumowal
Journal article Jurnal Administrasi Bisnis • 2014


Housing is the one of basic needs that people want. As the raising amount of population, thedemand of this product also tent to increase. Results of the F test in this study showed sig F isequal to 0.000 < 0.05, which means the marketing mix consists of product, price, location,and joint promotion has a significant influence on purchasing decisions. Based on the resultsof t-test can be seen that the variable product, price, location, and promotion significantlyinfluence purchasing decisions. T-test results also showed that the location of the variable thas a value and greatest beta coefficient. So the location variables most strongly influencecompared to other variables the variable location has a dominant influence on the purchasedecision structure. Adjusted R Square value in this study was 0.560. This indicates thatapproximately 56% of purchase decisions can be explained by the jour independentvariables, namely Product, Price, Location, Promotion. When the remaining 44% isinfluenced by other variables not examined in this study.


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Jurnal Administrasi Bisnis

Jurnal Administrasi Bisnis UNSRAT is an open access, peer-reviewed journal that publishes origina... tampilkan semua