PENGARUH STRATEGI VARIABEL BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN BERBELANJA DI OUTLET THE BODY SHOP PALEMBANG INDAH MALL

AGUSTINA, LIDYA and Nofiawaty, Nofiawaty and Rosa, Aslamia (2014) PENGARUH STRATEGI VARIABEL BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN BERBELANJA DI OUTLET THE BODY SHOP PALEMBANG INDAH MALL. Undergraduate thesis, Sriwijaya University.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh strategi variabel bauran pemasaran produk, harga, promosi dan, tempat apakah berpengaruh secra simultan dan parsial terhadap keputusan pembelian konsumen di outlet The Body Shop Palembang Indah mall. Data dalam penelitian ini dikumpulkan melalui penyebaran kuesioner dan diimplementasikan kepada 100 konsumen The Body Shop di kota Palembang sebagai sampel penelitian. Metode analisis data yang digunakan adalah analisis kuantitatif, yaitu uji reliabilitas dan uji validitas, uji t dan uji F, serta analisis regresi linear berganda. Berdasarkan hasil analisis data, menunjukkan bahwa : strategi variabel bauran pemasaran produk, harga, tempat, dan promosi berpengaruh signifikan secara simultan terhadap keputusan konsumen berbelanja di outlet The Body Shop Palembang Indah Mall, sedangkan secara parsial variabel yang berpengaruh signifikan terhadap keputusan pembelian kosnumen Jianya variabel produk dan tempat. Dari kepempat variabel bauran pemasaran tersebut, variabel yang dominan mempengaruhi keputusan konsumen adalah variabel tempat.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Bauran pemasaran, Keputusan pembelian, The Body Shop.
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. U Military Science > U Military Science (General) > U161-163 Strategy
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Mr. Muhammad Irwan
Date Deposited:	27 May 2021 01:36
Last Modified:	27 May 2021 01:36
URI:	http://repository.unsri.ac.id/id/eprint/46746

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