ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP SUSU FRISIAN FLAG DI PALEMBANG

PRATIWI, DESMI ARTHITA and Effendy, Chairani and Sofyan, Rusmiyati (2009) ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN TERHADAP SUSU FRISIAN FLAG DI PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk 1) mengetahui seberapa besar pengaruh bauran pemasaran terhadap keputusan pembelian konsumen terhadap susu Frisian Flag, dan 2) mengetahui faktor apa dalam bauran pemasaran yang dominan berpengaruh terhadap keputusan pembelian konsumen terhadap susu Frisian Flag. Hasil penelitian ini menunjukkan bahwa produk dan promosi berpengaruh sangat kuat terhadap keputusan konsumen untuk membeli susu Frisian Flag, sedangkan harga dan distribusi berpengaruh rendah. Dalam bauran pemasaran, faktor yang dominan berpengaruh terhadap keputusan pembelian konsumen terhadap susu Frisian Flag adalah produk dengan nilai korelasi sebesar 0,842. Agar tetap mempertahankan kelangsungan hidup perusahaan, sebaiknya PT. Frisian Flag sering mermberikan hadiah atau bonus, harus lebih gencar lagi melakukan personal selling serta memperluas saluran distribusi.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran Pemasaran dan Keputusan Pembelian Konsumen
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD9000-9495 Agricultural industries > HD9000.5.B313 Agricultural industries--Management. Food industry and trade--Management. Food--Marketing--Case studies. Corporations--Finance--Case studies. Industries--Environmental aspects--Case studies. Corporation law.
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	01 Apr 2021 08:26
Last Modified:	01 Apr 2021 08:26
URI:	http://repository.unsri.ac.id/id/eprint/44652

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