STRATEGI BAURAN PEMASARAN DAN PENGARUHNYA TERHADAP KEPUTUSAN KONSUMEN
ABSTRACT: The purpose of this
research is to investigate the effect of marketing mix strategy which consist
of product, price, place, and promotion on customer decision of PT. Semen
Bosowa in Makassar, and to analyze the dominant factor which influence customer
decision of PT. Semen Bosowa in Makassar. Population in this research were the
customers of cement product of Bosowa in Makassar. The amount of sample were
100 persons. The respondents were chosen by purposive random sampling from the
population. Method of analyses which use in this research were both descriptive
analysis and Multiple Regression Analysis. Processing data performed by SPSS
18.00. The result shows that marketing mix strategy which consists of product,
price, place, and promotion have significant and positive effect on customer
decision, and (2) Product factor has dominant effect on customer decision
(t-value = 6,517).
Keywords: product, price,
place, promotion, and customer decision
Penulis: Musran Munizu
Kode Jurnal: jpmanajemendd120717
