PENGARUH PERSEPSI KONSUMEN TENTANG MARKETING MIX, USIA, DAN STATUS SOSIAL EKONOMI (SSE) TERHADAP MINAT MEMBELI KONSUMEN PADA PONSEL MEREK CHINA
The product is not only designed to meet the functional needs, but also to satisfy the social and psychological needs. Producer of China brands mobile in Indonesia can find the answers to the questions about what their customers buy, where and how much, but learning on the reasons why a consumer int...
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| Main Authors: | , |
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| Format: | Theses and Dissertations NonPeerReviewed |
| Published: |
[Yogyakarta] : Universitas Gadjah Mada
2011
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| Subjects: | |
| Online Access: | https://repository.ugm.ac.id/97275/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=53631 |
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| Institution: | Universitas Gadjah Mada |
| Summary: | The product is not only designed to meet the functional needs, but also to
satisfy the social and psychological needs. Producer of China brands mobile in
Indonesia can find the answers to the questions about what their customers buy,
where and how much, but learning on the reasons why a consumer interested in
buying a thing or service is not that easy, the answer is often hidden away in the
minds of consumers. This study aims to determine consumer purchasing intention
toward China brands mobile more thoroughly to the terms of the marketing
stimuli that consist of the 4Ps (Product, Price, Place and Promotion), age and
socioeconomic status.
Subjects in this study ware 100 respondents selected by incidental
sampling tehnique. Which is that anyone who happened to be found in the central
place of phone sales and meet the characteristics of research subjects.
Data collection methods used in this study are purchasing intention scale
and consumer perception of marketing mix scale. The results were analyzed
using multiple regression analysis. The results showed that the combination of
independent variables on the marketing mix of consumer perceptions, age, and
SES had a significant relationship with the dependent variable (consumer
purchasing intention). In other words, consumer purchasing intention can be
predicted based on consumer perceptions on the marketing mix, age, and SES.
Effective contribution R Square = 0.585, which means that the contribution of
consumer perceptions on the marketing mix, age, and SES influencing consumer
purchasing intention amounted to 58.5%. The results showed minor hypothesis
that there was no significant relationship between consumer purchasing intention
to age and socioeconomic status variable as measured by education level,
income, and employment. |
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