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Pengaruh bauran pemasaran dan merek terhadap keputusan pembelian kopi kapal api di Surabaya
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ABSTRACT
Coffee is a drink made from coffee beans that have been dried plants and through the ground into a powder and roasted coffee has an aroma khas.In this study are thought to affect purchasing decisions coffee boat fire in Surabaya is a variable product, price, promotion, location, and brand.
On the independent variables included in the marketing mix proposed by Philip Kotler stating that the product, price, promotion, location is included in the marketing mix variables. and an additional 1 variable is the brand to find out if the brand has an influence on purchasing decisions beyond the marketing mix elements.
This type of research is the study of causality with kuantitatif.Sampel research methods used in this study were 100 respondents in Surabaya who consume and buy special coffee ship fire. To test processed in multiple linear regression analysis using the tools of questionnaires.
The conclusion of this study is the data from the questionnaire is processed to obtain multiple linear regression analysis test through SPSS ver 20.0 for windows.Hipotesis in this study to see the effect of simultaneous, partial, and dominant on purchasing decisions in the steamer coffee Surabaya.With Standartdized value Coefficient Beta on variable X1 (0420), X2 (-0105), X3 (0173), X4 (0.260), X5 (0175). From the third hypothesis, the hypothesis is not proven that the third hypothesis which states that the brand variable (X5) is the dominant . while that proved dominant location is variable (X4) with the highest Standartdized Beta Coefficient is 0.260.
The advice given to the company of researchers are continuing to develop steamer coffee products, and keep doing the promotion, and maintaining brand steamer
KEYWORDS: PRODUCT, PRICE, PROMOTION, LOCATION, BRAND, COFFE KAPAL API PURCHASE DECISION IN SURABAYA
Eddy Santoso Setiawan (11110006) - Personal Name
2014
Sk.Eko Set 159 2014
Sk.Eko Set 159 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
x,111hal.;29 cm.
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