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<http://digilib.unila.ac.id/id/eprint/21742> <http://purl.org/dc/terms/title> "Analisis Pengaruh Bauran Pemasaran dan Kualitas Pelayanan\r\nTerhadap Keputusan Pembelian Mobil Pada PT Astra\r\nInternasional Isuzu Lampung"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://digilib.unila.ac.id/id/eprint/21742> <http://purl.org/ontology/bibo/abstract> "Keberlangsungan hidup suatu perusahaan dapat di pengaruhi dari strategi\r\npemasaran dan kualitas pelayanan yang dilakukan oleh perusahaan untuk\r\nmempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk\r\nmengetahui pengaruh dari bauran pemasaran dan kualitas pelayanan yang telah\r\ndilakukan oleh perusahaan PT. Astra Internasional Isuzu Lampung dalam\r\nmempengaruhi keputusan konsumen dalam membeli mobil isuzu.\r\nHasil Penelitian menunjukan bahwa: 1) Pada variabel Bauran Pemasaran yang\r\nmempunyai nilai tertinggi adalah indikator orang sebesar 2723. Pada Kualitas\r\nPelayanan terdapat pada indikator empati sebesar 1444. Variabel Keputusan\r\nPembelian terdapat pada indikator pengenalan masalah sebesar 1488. 2) Bauran\r\nPemasaran (X1) tidak berpengaruh signifikan terhadap Keputusan Pembelian\r\nmobil Isuzu di Lampung yaitu sebesar - 013 atau -13%. Variabel Kualitas\r\nPelayanan berpengaruh signifikan terhadap Keputusan Pembelian mobil Isuzu di\r\nLampung yaitu sebesar 0,69 atau 69%. 3) Bauran Pemasaran (X1) berpengaruh\r\nsignifikan terhadap Kualitas Pelayanan (0.48) positif, artinya semakin besar\r\ntingkat Bauran Pemasaran maka Kualitas Pelayanan akan semakin tinggi dan\r\nberpengaruh positif secara tidak langsung terhadap keputusan pembelian.\r\nKata Kunci : Bauran Pemasaran, Kualitas Pelayanan, Keputusan Pembelian\r\n\r\n\r\nabstrak bahasa inggris\r\n\r\nThe continuity of a company can be influenced by the marketing strategy and the\r\nperformed quality of a serviceby company given to influence the customer buying\r\ndecision. This research aimed at knowing the effect of the marketing mixed and\r\nquality of service that has been done by the company of PT. Astra Internasional\r\nIsuzu Lampung in influencing the customer decisions to buy Isuzu car.\r\nThe results of the research showed that: 1) Thevariable of marketing mixed had the\r\nhighest value was people indicatoras much as 2723. The qualityservicein empathy\r\nindicator was 1444. The variable of buying decisionwas in identification of the\r\nproblemsas much as1488. 2) Marketing Mixed (X1) was not significantly influenced\r\nthe buying decision of Isuzu cars in Lampung was - 013 or -13%. Variable quality of\r\nservice significantly influencedtowards the buying decision Isuzu cars in Lampung\r\nthat was 0.69 or 69%. 3) Marketing Mixed (X1) significantly influenced on the\r\nquality of service (0.48) was positive. Therefore, the greater level of marketing\r\nmixedthe higher quality of service and had positive impact indirectly on buying\r\ndecisions.\r\nKeywords: Marketing Mix, Service Quality, Buying Decisions"^^<http://www.w3.org/2001/XMLSchema#string> .
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<http://digilib.unila.ac.id/id/subject/HB> <http://www.w3.org/2004/02/skos/core#prefLabel> "HB Economic Theory"@en .
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