Analisis Perbandingan Produk Merek Global Dan Merek Lokal Terkait Bauran Pemasaran Dan Pengaruhnya Terhadap Keputusan Pembelian (Survei Pada Mahasiswa S1 Universitas Brawijaya Angkatan 2012-2014 Yang Menggunakan Produk Make Up Merek Maybelline Dan Wardah)

Yuwan Julianingtias • Suharyono Suharyono • Yusri Abdillah
Journal article Jurnal Administrasi Bisnis S1 Universitas Brawijaya • August 2016

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(Bahasa Indonesia, 10 pages)

Abstract

This research is aimed to determine the effect of the concept of the global marketing mix i.e standardization / adaptation on local consumer purchasing decision, and inquiring about which variable that has a dominant influence. This research is also investigating the difference between the effect of the global marketing mix to local consumer purchasing decisions by conducting a survey on students who buy products make up of Maybelline and Wardah. Independent variables used in this study are the Product, Price, Distribution, and Promotion, and the dependent variable in this study is the purchase decision. The type of this research is explanatory research with quantitative approach. Location of the study conducted at the University of Brawijaya, Malang. Data analysis technique is using descriptive analysis, regression analysis, and comparative analysis. The results of this research shows that Products, Price, Distribution, and Promotion are influencing Purchase Decision either simultaneously or partially. Promotion is found as a dominant one. Based on comparative analysis, the results shows that there was no significant difference between the effects of Product, Price, Distribution, and Promotion on Maybelline and Wardah to the purchase decision

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Jurnal Administrasi Bisnis S1 Universitas Brawijaya

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