@article{eprints20061,
           month = {Januari},
           title = {The Influence of Marketing Mix to The Purchase Decision Process of Nexian
Handphone
(Study on Community in Bandar Lampung).},
          author = {Melda Ayu Lestari 0616051037},
            year = {2012},
         journal = {Digital Library},
             url = {http://digilib.unila.ac.id/20061/},
        abstract = {The rapid technology advancement offers various kinds of handphone products
and its complete features. One of them is Nexian. Nexian is a gadget that perfectly
follows technology advancement as well as has awesome product design just like
BlackBerry
The aim of this research is to find out the influence of the following variables
Product, Price, Distribution, and Promotion that partially and simultaneously to
the puchase decision process of Nexian in Bandar Lampung. Besides, To find out
the most dominant factor that influence on Product, Price, Distribution, and
Promotion to the purchase decision process in Bandar Lampung.
This research uses descriptive verivicative research. The research sample was
obtained from the users of Nexian located in Bandar Lampung. Besides, data
collection was done through questionnaire. Meanwhile, the data were analyzed
using multivarian linear regretion.
From the results of the research, we can see that Product, Price, Distribution, and
Promotion have influence simultanly to the purchase decision process in 89,6\%.
Besides, the influence of each variables are 16,6\% to product, 22,8\% to price,
26\% to distribution, and 45\% to promotion. Based on this research, promotion
gives the most dominant impact to the purchase decision of Nexian.
Key Word: Marketing Mix and Purchase Decision Process}
}