ABSTRACT
Asti My Tisnawati, 11212226
Title : Analysis Influence of the Marketing Mix to the
Purchasing Decision on Waroeng Steak and Shake Kalimalang.
PI. Major of management. Fakulty of Economy. Gunadarma
University. 2015
Keyword : marketing mix, purchasing decisions.
(xiii + 81 + attachment)
Marketing mix is such a device that will
determine the level of marketing success for the company and all is aimed at
giving satisfaction to the segment of the market or consumers who were chosen.
In fact mix the marketing is to manage the elements of the marketing mix in
order to affect the purchasing decision of the consumers with the aim to
produce and sell products and services that can give you satisfaction on the
customers.
The title of this research
is"Analysis Influence of Marketing Mix To The Purchase Decision on Waroeng
Steak and Shake Kalimalang". The purpose of this research was to determine
the effect of simultaneous marketing mix
to the purchase decision on Waroeng Steak and Shake Kalimalang, and to determine
the effect of the marketing mix partially to the purchase decision on Waroeng
Steak and Shake Kalimalang. To get results of this research writer using an
analysis test of validity, test reliability, test of skala likert, test of
multikolinieritas, test of heteroskedastisitas, test of normality, test of
Regresi Linier Berganda, test of simultaneous, and test of Parsial.
Applications SPSS 22 used to help test this model.
Results
of this research showed a partial that they are influential is the price
(X2) and promotion (X4) of the purchasing decision (Y), while variable products
(X1), and place (X3) don't have a impact on the purchasing decision on Waroeng
Steak and Shake Kalimalang. The research show that are significant influences
between products, price, place and promotion to consumer decision to buy Steak
at Waroeng Steak and Shake Kalimalang by the coefficient of determination of
42, 8% while the rest of the 57, 2% affected by other variables that are not
included in this research.
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