PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI BARANG DI CHANDRA DEPARTMENT STORE, TANJUNG KARANG TIMUR, BANDAR LAMPUNG

Dwi Aristiana Wigati, 1016011040 (2014) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI BARANG DI CHANDRA DEPARTMENT STORE, TANJUNG KARANG TIMUR, BANDAR LAMPUNG. FAKULTAS ILMU SOSIAL DAN ILMU POLITIK, Unila.

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Abstrak

ABSTRAK Pengaruh Marketing Mix Terhadap Keputusan Konsumen Dalam Membeli Barang di Chandra Department Store, Tanjung Karang Timur, Bandar Lampung Oleh DWI ARISTIANA WIGATI Globalisasi telah membawa dampak serius di berbagai aspek kehidupan, salah satunya adalah meningkatnya jumlah masyarakat konsumtif. Hal ini juga ditandai dengan munculnya banyak pusat perbelanjaan dan supermarket di kota-kota besar (Haryanto, 2011:170). Ketatnya persaingan dalam dunia bisnis membuat pengusaha menciptakan strategi untuk memasarkan produk dan jasa yang mereka tawarkan kepada masyarakat. Strategi pemasaran yang digunakan perusahaan disebut bauran pemasaran (marketing mix). Penelitian ini bertujuan untuk mengetahui apakah variabel marketing mix, yang terdiri dari produk (product), harga (price), tempat (place), dan promosi (promotion) mempengaruhi keputusan konsumen untuk membeli barang di Chandra Department Store, Tanjung Karang Timur, Bandar Lampung. Penelitian ini merupakan penelitian kuantitatif. Data dari penelitian ini diperoleh dari 335 responden melalui observasi langsung (observasi) dan kuesioner. Hasil penelitian menunjukkan bahwa variabel promosi pada marketing mix sangat mempengaruhi keputusan konsumen untuk membeli barang di Chandra Department Store, Tanjung Karang Timur, Bandar Lampung. Nilai t pada variabel promosi sebesar 6.537 dengan taraf signifikansinya sebesar 0.000. Hal ini disebabkan karena terjalin komunikasi yang baik antara konsumen dengan SPG (Sales Promotion Girl) dan SPB (Sales Promotion Boy). Kata kunci: konsumerisme, marketing mix, keputusan konsumen ABSTRACT Effect of Marketing Mix Decisions Against Consumers In Purchasing Goods in Chandra Department Store, East Tanjung Karang, Bandar Lampung By DWI ARISTIANA WIGATI Globalization has brought a serious impact on various aspects of life; one of them is the increasing of amount of consumptive society. It is also marked by the emergence of many shopping malls and supermarkets in cities (Haryanto, 2011: 170). Strict competition in the business world makes the entrepreneurs create a strategy to market product and service they offer to the community. Marketing strategies used by the company is called marketing mix. This study is aimed at finding out whether the marketing mix variables; consisting of the product (product), price (price), where (place), and promotion (promotion), affect consumer decision to buy goods in Chandra Department Store, Tanjung Karang Timur, Bandar Lampung. This study is quantitative research. The data of this study were obtained from 335 respondents through direct observation (observation) and questionnaire. The results showed that the promotion of the marketing mix variables influence the consumer's decision to buy the goods in Chandra Department Store, East Tanjung Karang, Bandar Lampung. The value of the variable t on the promotion of 6,537 with level of significance of 0000. This is because good communication between the consumer and the SPG (Sales Promotion Girl) and SPB (Sales Promotion Boy). Keywords: consumerism, marketing mix, consumer decisions

Tipe Karya Ilmiah: Skripsi
Subyek: A General Works = Karya Karya Umum
A General Works = Karya Karya Umum > Karya Karya Umum = 000
Program Studi: Fakultas ISIP > Prodi Sosiologi
Depositing User: 181954 . Digilib
Date Deposited: 06 Oct 2014 06:32
Last Modified: 06 Oct 2014 06:32
URI: http://digilib.unila.ac.id/id/eprint/3709

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