Analisa Pengaruh Bauran Pemasaran Terhadap Volume Ekspor (Studi Dengan Pendekatan Biaya Pada Komoditi Kopi Di PT. Asal Jaya)

Abstract

This research analyzed the effect of marketing mix to volume exports by cost approach.The aim of research was to determine the effect of marketing mix variable simultaneously and partially to export volume.Research type was descriptive with include the identification effect of marketing mix variable to volume. Research was located at PT. Asal Jaya Malang. Data type was secondary. Data analyzed were used classic assumption test, multiple regression analysis, t-Test, and F-Test. Pursuant to the result of F-test, significance value was 0.000. It was meant that product cost, price rate, distribution cost and promotion cost were simultaneously influential to export volume. Result of t-test was different for some variables. Product cost and distribution cost were non-significantly influential to export volume. Price rate and promotion cost were significantly influential to export volume.

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