Date: 24-01-2020 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

KOMPARASI BAURAN PEMASARAN KONSUMEN PULAU JAWA DAN LUAR JAWA TERHADAP KEPUTUSAN PEMBELIAN GEROBAK ALPHA DI UD. ALPHA MANDIRI JAYA

Detail
Author Yonatahan Kameswara
Category Manajemen Pemasaran

Abstract

Marketing activities an important concern for UD. Alpha Mandiri Jaya engaged in the field of building and one of them is to provide a wheelbarrow alpha. Marketing activities not only done in Java, but also outside Java. For the product to be well received by consumers and industry both in Java and outside Java would require an understanding of consumer behavior can be determined so that proper marketing activity. The purpose of research (1) to analyze the effect of the product, price, promotion, distribution, employees, physical evidence and process simultaneously influence consumer purchase decisions at UD Alpha Mandiri Jaya. (2) to analyze the effect of the product, price, promotion, distribution, employees, physical evidence and process partially on consumer purchasing decisions in UD Alpha Mandiri Jaya. (3) to compare the behavior of consumers in Java and outside Java in making purchasing decisions of consumers in UD Alpha Mandiri Jaya. The study population is the Alpha wagon buyers in Java and outside Java in the Jaya Mandiri UD Alpha. The number of buyers from January to May 2015 was 50 people in Java and outside Java 40 people. The population numbers are taken all as samples with a total of 90 people. The sampling technique used was simple random sampling (simple random sample). To determine the effect on purchasing decisions marketing mix used multiple regression analysis, and to compare the behavior of consumers in Java and outside Java in making purchasing decisions of consumers in Alpha Mandiri Jaya UD used independent T-test. From the results of simultaneous analysis of product, price, promotion, distribution, employees, physical evidence and process significantly influence consumer purchase decisions at UD Alpha Mandiri Jaya, both for consumers total + Java Outside Java, Java consumers and consumers outside Java. From the analysis of partial, concluded that: (1) product, price, promotion, distribution, employees, physical evidence and process significantly influence consumer purchase decisions at UD Alpha Jaya Mandiri's total consumer Outer Java +. (2) For the respondents in Java is seen that the products have a significant effect on purchasing decisions, while the other variable is the price, promotion, distribution, employees, physical evidence and the process does not affect the purchase decision. (3) For the respondents in the Outer seen that the promotion is a significant influence on purchasing decisions, while other variables of product, pricing, distribution, employees, physical evidence and the process does not affect the purchase decision. From the results of arithmetic Independent T test concluded that the behavior of consumers in Java in making purchasing decisions of consumers in the same Jaya Mandiri UD Alpha only (no difference) with consumer behavior in the Outer