PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN BELI MINUMAN BERKARBONASI BIG COLA

11094806, Hardo Caesar Mual (2013) PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN BELI MINUMAN BERKARBONASI BIG COLA. Final Year Projects (S1) thesis, Universitas Kristen Duta Wacana.

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Abstract

The more products in the carbonated drinks in recent years is increasingly prevalent cause consumers should be more critical in choosing a carbonated beverage products. The carbonated beverage producers compete to create products of quality and popular with consumers. A wide range of products from one country to quickly and easily go to another country. Big Cola carbonated drinks as new entrants must have an effective marketing strategy the marketing mix (product, price, distribution, and promotion) in order to survive in the midst of competition. The purpose of this study was to determine the effect of independent variables of the marketing mix (product, price, distribution, and promotion) to the dependent variable (purchase decisions) consumer undergraduate students one against Big Cola carbonated beverages. research model used in this study using the questionnaire (questionnaire), interviews, and literature study. The sample in this study the first 125 respondents undergraduate students who have never purchased or consumed carbonated beverages Big Cola were determined using simple random sampling (simple random sampling). Data analysis method used is multiple linear regression analysis. From the results of multiple linear regression analysis indicated that the independent variable f test marketing mix (product, price, distribution, and promotion) simultaneously affect the dependent variable (purchase decision). while the results of the t test alone showed three variables of the marketing mix (product, price, and promotion) is not a partial influence consumer purchasing decisions. While variable distribution partially positive, significant, and dominant on consumer purchasing decisions.

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