Penulis / NIM
NURDJUM'ATULLAILY S. KADIR / 931410165
Program Studi
S1 - MANAJEMEN
Pembimbing 1 / NIDN
Dr. H. ROSMAN ILATO, M.Pd / 0023046006
Pembimbing 2 / NIDN
IDRIS YANTO NIODE, S.Pd, MM / 0026107802
Abstrak
ABSTRAK
Nur Djumatullaily S. Kadir. NIM 931 410 165. 2014. Pengaruh Marketing Mix Terhadap Keputusan Pembelian Sepeda Motor Yamaha Mio (Studi Kasus Pada PT. Hasjrat Abadi Divisi Yamaha Cabang Gorontalo). Skripsi. Program Studi Sarjana Manajemen, Jurusan Manajemen, Fakultas Ekonomi Dan Bisnis, Universitas Negeri Gorontalo. Dr. H. Rosman Ilato, M.Si. selaku Pembimbing I dan Idris Yanto Niode,S.Pd,M.Si selaku Pembimbing II.
Penelitian ini bertujuan untuk menguji pengaruh marketing mix terhadap keputusan pembelian sepeda motor Yamaha Mio pada PT. Hasjrat Abadi Divisi Yamaha Cabang Gorontalo. Tehnik pengumpulan data dalam penelitian ini melalui dokumentasi, wawancara dan kuisioner. Penelitian ini menggunakan empat variabel yaitu variabel bebas (independen) yang terdiri dari Product (X1), Price (X2), Promotion (X3), Place (X4) dan variabel terikatnya (dependen) adalah Keputusan Pembelian (Y). Data dianalisis dengan menggunakan regresi linear berganda.
Adapun hasil penelitian menunjukan analisis regresi berganda yaitu, Y = a + 1X1 - 2X2 - 3X3 + 4X4 + e. Y = 11.260 + 0.693 X1 - 2.276 X2 - 0.517 X3 + 5.613 X4 + 0.05. Hasil uji t menunjukan bahwa untuk variabel bauran produk/ product (X1) berpengaruh positif signifikan terhadap keputusan pembelian. Variabel bauran harga/ price (X2) berpengaruh negatif signifikan terhadap keputusan pembelian. Variabel bauran promosi/ promotion (X3) berpengaruh negatif tidak signifikan terhadap keputusan pembelian. Variabel bauran tempat distribusi/ place (X4) berpengaruh positif signifikan terhadap keputusan pembelian. Hasil uji F menunjukkan bahwa variabel bebas secara bersama-sama berpengaruh positif signifikan terhadap keputusan pembelian sepeda motor Yamaha Mio pada PT. Hasjrat Abadi Divisi Yamaha Cab. Gorontalo, dimana nilai Fhitung > Ftabel= 63.888 > 2.51. Koefisien determinasi (R2) menunjukkan besarnya kontribusi 0.797 atau 79.7% keputusan pembelian dipengaruhi oleh marketing mix yang terdiri dari bauran produk, harga, promosi dan distribusi, sedangkan sisanya yaitu 20.3% berupa kontribusi dari faktor-faktor lain yang tidak diteliti dalam penelitian ini.
Kata Kunci: Bauran Produk, Bauran Harga, Bauran Promosi, Bauran Tempat Distribusi, Keputusan Pembelian
ABSTRACT
Nur Djumatullaily S. Kadir. Student ID. 931 410 165. 2014. The Effect of Mix Marketing toward Purchasing Decision of Motorcycle Brand Yamaha Mio ( A Case Study at PT. Hasjrat Abadi Divisi Yamaha, Branch of Gorontalo). Skripsi. Study Program of Bachelor of Management, Department of Management, Faculty of Economics and Business, Universitas Negeri Gorontalo. It Was Supervised by Dr. H. Rosman Ilato, M.Si as the principal supervisor and Idris Yanto Niode, S.Pd., M.Si as the co-supervisor.
The reseach aimed at testing the effect of mix marketing toward purchasing decision of motorcycle brand Yamaha at PT. Hasjrat Abadi Divisi Yamaha, Branch of Gorontalo. Techniques of data collection were documentatiion, interview, and questionnare. The reseach used four independent variables consisted of Product (X1), Price (X2), Promotion (X3), and Place (X4) an one Dependent variable that was purchasing decision (Y). The data were analyzed by using multiple linear regression.
The result of multiple regression analysis was Y = a + B1X1 - B2X2 - B3X3 + B4X4 + e. Y = 11.260 + 0.693 X1 - 2.276 X2 - 0.517 X3 + 5.613 X4 + 0.05. Regarding to ttest result product mix/product variable X1 had positive and significant effect toward the purchasing decision, price mix/price variable X2 had negative but significant effect toward purchasing decision, promotion mix/promotion variable X3 had negative and insignificant effect toward purchasing decision, and dristribution place mix/place variable X4 had positive and significant effect toward purchasing decision of motorcycle brand yamaha Mio at PT. Hasjrat Abadi Divisi Yamaha, Branch of Gorontalo. The result of F test showed F count > F table = 63.888 > 2.51 means that independent variable simultaneously had positive and significantly toward purchasing decision of motorcycle brand Yamaha Mio at Pt. Hasjrat Abadi Divisi Yamaha, Branch of Gorontalo. Determinatio coefficient (R2) showed that the contribution purchasing decision as 0.797 or 79.7% was influenced by mix marketing; product, price, promotion, and distribution place mix, while the rest as 20.3% was contribution from other factors which where not observed in this research.
Keyword: Product Mix, Price Mix, Promotion Mix, Distribution Place Mix, Purchasing Decision
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