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Pengaruh produk, harga, distribusi, promosi dan merek terhadap keputusan pembelian Kopi Kapal Api Grande White Coffee di Surabaya
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ABSTRACT
Currently in Indonesia has a new phenomena in the production of coffee products especially white coffee or coffee can be called white, almost every producer of coffee in Indonesia has white coffeenya each product. By this author interested in examining how competition and white coffee as desired by the consumer whether especially in Surabaya. The author examines coffee Ship Fire Grande White Coffee as a topic because this product has shortcomings in terms of sales. With the researchers examined the effect of product, price, distribution, promotion, and brand to coffee purchasing decisions Ship Fire Grande White Coffee in Surabaya. In this study I use the 100 respondents in Surabaya who never enjoyed coffee Ship Fire Grande White Coffee as an intensive sample by means of random sampling. I was looking for respondents aged 17 years to 50 years and over with random sex between men and women. Most coffee lovers fill my questionnaire aged 21-30 years with a bunch of people and the number 38 to number 59 men more than women with a number of 41 people.
From the answers of all respondents declared invalid and reiliabel, and of the multiple linear regression analysis concluded that the product (X1), price (X2), distribution (X3), promotion (X4), and brand (X5) simultaneously significantly influence consumer purchasing decisions Ship Fire coffee Grande White coffee in Surabaya. Concluded also that the product (X1), price (X2), distribution (X3) and promotion (X4) partially significant effect on consumer purchasing decisions coffee Ship Fire Grande White Coffee in Surabaya, while the brand (X5) partially no significant effect on coffee consumer purchasing decisions Ship Fire Grande White coffee in Surabaya. Brand variable is not significant because according to my research people do not give priority to buy the brand, but the look of other factors such as price, product, and kebutuhan each consumer in the purchase of coffee.
Dominant variable on purchase decisions coffee Ship Fire Grande White Coffee in Surabaya is a product (X1) is proved by the t value (3.695)> t table (1.986). From the results of the initial hypothesis assumed that the product is the dominant variable in influencing purchasing decisions and views of the results of my research correct variable is a variable that is the dominant product. So it can be concluded that the decision to buy the consumer of a product is seen from how the quality of the goods to be purchased and how manufacturers are using materials to produce coffee which will be marketed, whether or not the material quality especially in Surabaya.
Ade Suyanto (11110035) - Personal Name
2014
Sk. Eko Suy 174 2014
Sk. Eko Suy 174 2014
Text
Indonesia
Universitas Widya Kartika
2014
Surabaya
x, 74 hal; 29cm
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