TA DIGITAL
Pengaruh bauran pemasaran terhadap keputusan pembelian toyota yaris pada PT Nasmoco Majapahit Semarang (authorized dealer)
The Purposes of this research were to know the influence of marketing mix variables (product, price, place, promotion) toward purchasing decision of Toyota Yaris in Nasmoco Majapahit Company, and to find out the variable of marketing mix toward Toyota Yaris purchasing decision in Nasmoco Majapahit Company.
The data were colected by interviews, observation and questionnaires. The tecnique of sampling was accidental sampling to select the respodents. The sample of this research were 70 respondents. The data were analyzed in multiple linear regresion, t-test analysis, F-test analysis.
The result of the regresion analysis indicated that they have positive influence of purchasing decision. Based on t-test indicated that product, price place and promotion had significant influence positively on purchasing decision. Based on F test indicated that independent variables simultaneously influences the purchasing decisions significantly. The biggest influencing variable of marketing mix toward Toyota Yaris purchasing decision in Nasmoco Majapahit Company was price because the point 0,339 X2 was greater if compared to the variables of product, place and promotion.
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