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<http://katalog.ukdw.ac.id/id/eprint/5288> <http://purl.org/dc/terms/title> "PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN TIKET BUS EFISIENSI"^^<http://www.w3.org/2001/XMLSchema#string> .
<http://katalog.ukdw.ac.id/id/eprint/5288> <http://purl.org/ontology/bibo/abstract> "Penelitian ini dilatarbelakangi oleh peningkatan infrastruktur jalan raya yang semakin baik membuat seseorang semakin mudah untuk bepergian antar kota maupun provinsi. Dampaknya adalah persaingan antar alat transportasi darat khususnya Bus semakin ketat, salah satunya pada trayek jurusan Cilacap–Yogyakarta, Yogyakarta-Cilacap, Purwokerto-Yogyakarta, Yogyakarta-Purwokerto, Purbalingga-Yogyakarta, dan Yogyakarta Purbalingga. Bus-bus kelas ekonomi yang tadinya memiliki banyak penumpang menjadi sepi lantaran muncul bus baru yang berkelas tinggi dengan harga bersaing yang bernama Bus Efisiensi. Tujuan penelitian ini adalah untuk menguji adanya pengaruh variabel produk, harga, tempat, dan promosi terhadap keputusan pembelian tiket Bus Efisiensi. Sampel dalam penelitian ini sebanyak 100 responden dengan menggunakan metode purposive sampling. Variabel penelitian ini adalah keputusan pembelian (Y), product (x1), price (x2), place (x3), dan promotion (x4). Pengujian hipotesis menggunakan uji t dan uji f yang menunjukkan bahwa variabel produk, tempat, dan promosi mempengaruhi keputusan pembelian sementara harga tidak berpengaruh."^^<http://www.w3.org/2001/XMLSchema#string> .
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