PENGARUH PERSEPSI KONSUMEN TENTANG MARKETING MIX, USIA, DAN STATUS SOSIAL EKONOMI (SSE) TERHADAP MINAT MEMBELI KONSUMEN PADA PONSEL MEREK CHINA

• Main Authors: , Winda Putri Diah Restya, S.Psi, , Prof. Dr. Asip F Hadipranata
• Format: Theses and Dissertations NonPeerReviewed
• Published: [Yogyakarta] : Universitas Gadjah Mada 2011
• Subjects: ETD
• 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
• Institution: Universitas Gadjah Mada

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.