PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DRONE DJI PHANTOM 3 PRO DI YOGYAKARTA

11110072, Richardo Fernando Polii (2017) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DRONE DJI PHANTOM 3 PRO DI YOGYAKARTA. Bachelor thesis, Universitas Kristen Duta Wacana.

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Abstract

The aim of this study is to examined the effect of the variable component of product quality, price, promotion and place on purchase decisions of DJI Phantom 3 Pro in the city of Yogyakarta. Methods of data collection is done by spreading questionnaires to 100 respondents who buy and use DJI Phantom 3 Pro in the city of Yogyakarta by using purposive sampling technique. The hypothesis put forward in this research that are, product quality, price, promotion and place give positive influence on purchasing decisions. The data were tested by using the multiple linear regression tool. The results showed the independent variables that are product quality, price, promotion and place partially and simultaneously give positive and significant impact on purchasing decisions. The coefficient of determination (adjusted R square) was 0,739 which mean independent variables can explain dependent variabel as much as 73,9 % and the rest 26,1% were affected by other variables which were not mentioned in this research.

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