Date: 20-01-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

FAKTOR- FAKTOR YANG MENENTUKAN KEPUTUSAN MAHASISWI DALAM MEMILIH CAFE DARI PERSPEKTIF MARKETING TO WOMEN

Detail
Author Nova Titi Satriyaningsih
Category Manajemen Pemasaran

Abstract

The purpose of this research is to know the factors that determine a student 's decision to make a purchase with the marketing variables GenderTrend with social values ??, the time factor , or life , or the unifying dynamics of strategic focus , communication keys simultaneously and partially have a significant influence on purchasing decisions student at cafe Mochi Maco “ kesukaan para wanita”. The population in this study is an active student college Malang and always spend time at the cafe , 100 respondents student based on calculations using the formula Slovin . The approach used is quantitative sampling technique by using accidental sampling . Results of testing the hypothesis I, using the F test (to test the effect of independent variables together to variables bound) in can be calculated F value of 24.593 larger than F table 2,29 and the Sig F 0,000 under significant value 0 , 05 so that it can be interpreted that the variables of Social Values ??(X1), or Life Time Factor (X2), Dynamics Unifying or Focus Strategy (X3), Key komunkasi (X4 are (simultaneously) has an influence on the purchase decision (Y ) mahasisiwi in choosing and buying in cafe MochiMaco "kesukaan para wanita".Results of testing the hypothesis II, with the t test (to test the effect of independent variables on the variables bound) obtained t value of each independent variable in the study is greater than t table and the Sig t of each independent variable in the bottom of the alpha value of 0, 05, means that the more motivated partially on Unifying or Focus Dynamics strategy among other factors as student-minded priority to the waitress and quality of products that are perfectly able to fulfill his wish.