PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI KANTIN FAPERTA UR
Abstract: Consumer assessment
in a purchase is influenced by the perceived personal interests or incurred by
the conditions that must be decided choice to set the right choice of the
needed product. This study aims to analyse the influence marketing mix (4P) on
consumer purchasing decisions at Faperta UR's canteen and knows of the fourth
marketing mix (4P), which is the most dominant influence consumer purchasing
decision at Faperta UR's canteen. Sample in this study amounted to 184 respondents.
Data were analyzed using of structural equation modeling (SEM). Analysis shows
the marketing mix variables of product, price, place, and promotion, of the
four marketing mix that is variable with a value of 54.10%. Indicator consists
of a location canteen close to the campus and delivery.
Penulis: Wahyu Sartika, Novia
Dewi, Fajar Restuhadi
Kode Jurnal: jppertaniandd150715
