Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Kue Lapis Legit Di Le Gita Cakes Pontianak

Hendi Efendi Hendi Efendi

Abstract


The research objective was to determine the effect of the marketing mix to purchasing decision Lapis Legit cake at Le Gita Cakes Pontianak. This type of research used in this study is a survey research. Data collection using questionnaires, observation, and secondary data. A sample of 100 respondents selected from the population coming from all consumers who buy legit layer cake at Le Gita Cakes. The sampling technique uses accidental sampling. Analysis of data using simple regression with the variables of the marketing mix (X)  and the purchase decision (Y). The results showed that the regression equation is Y = 0.825 + 0.759 X. The coefficient of determination (R2) was 0.543 and the correlation coefficient (R) is equal to 0.737 or very strong, and F count larger than F table (116.216> 2.473)  so it can be concluded that the regression model can be used to predict the marketing mix.

References


Alma, Buchari. 2009. Pengatar Bisnis, Edisi Redvisi, Bandung: ALFABETA Swasta, Basu. 2005. Azas-azas Marketing.

Yogyakarta:Liberty

Kotler, Philip. 2005. Manajemen Perusahaan. Jilid 1 dan 2, Jakarta: Penerbit Prenhallindo

Kotler, Philip dan Gary, Armstrong. 2008. Prinsip-Prinsip Pemasaran. Jilid 1 dan 2, edisi ke-12, Jakarta: penerbit

Erlangga.

Kasali, Rhenald, 2005. Membidik Pasar Indonesia segmentasi, Targeting Positioning. Jakarta: Gramedia Pustaka Utama.

Lupiyoadi, Rambatdan Hamdani A. 2006. Manajemen pemasaran jasa. Jakarta: Salemba Empat.

Natawiria, Asep Suryana, dan Ridwan, 2010. Statistika Bisnis, Bandung: Alfabeta.

Saladin, Djaslim. 2008. Intisari Pemasaran dan Unsur-Unsur Pemasaran. Bandung: C Linda Karya.

Siagian, Dergibson, dan Sugiarto. 2006. Metode Statistika Untuk Bisnis dan Ekonomi. Cetakan ketiga, Jakarta: PT. Gramedia Pustaka Utama.

_____________. 2004. Panduan Riset Perilaku Konsumen, Jakarta: PT Gramedia Utama Pustaka Utama.

Sugiono, 2008. Metode Penelitian Bisnis. Bandung: ALFABETA.

Suwarni, Murti dan Wahyuni Salamah. 2006. Metode penelitian bisnis, Yogyakarta: Penerbit Andi.

Tjiptono, Fandy. 2005. Manajemen Jasa. Eisi ke-2 Yogyakarta: Andi.

Umar, Husein. 2008, Metode Riset Bisnis. Jakarta: PT. Gramedia

Pustaka Utama.

_____________. 2005. Riset Pemasaran & Perilaku Konsumen, Jakarta: PT. Gramedia Pustaka Utama.




DOI: http://dx.doi.org/10.29406/jmm.v11i1.56

Refbacks

  • There are currently no refbacks.






Creative Commons License

The Copyright is reserved to the Jurnal Manajemen Motivasi that is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

website statistics