Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Tour dan Travel (Studi Kasus PT ATACORP Jakarta)

Nahari, Nur Ikhsanun (2016) Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Produk Tour dan Travel (Studi Kasus PT ATACORP Jakarta). Jurnal thesis, STIE YKPN.

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Abstract

Each company will grow and thrive in their respective environments both external environment and internal environment. The survival of any enterprise depends not only on its ability to produce goods efficiently, but also sell their products at a price that could reach the buyer. Companies should take advantage of the opportunity to decide the competitive marketing strategy planning and preparing the marketing mix (marketing mix) are detailed. The marketing mix is a set of tactical marketing tools are: product, price, place, promotion, people, process and physical evidence that combined to produce the desired response target market. The purpose of this study was to determine the influence of product, price, place, promotion, people, process and physical evidence on product purchasing decisions Tour Dan Travel PT ATACORP. A total of 60 respondents who participated in this research is the general society which has become an agent (Make purchases) and nonagen (Not to make a purchase). Data analysis was performed using SPSS 22 for test validity and reliability. This study found some results, namely 1) Product, place, promotion, and the process does not have a significant effect on product purchasing decisions Tour Dan Travel PT ATACORP. 2) Price, people, physical evidence significant and positive impact on product purchasing decisions Tour Dan Travel PT ATACORP.

Item Type: Thesis (Jurnal)
Additional Information: Tesis dapat dibaca di Perpustakaan dengan call number Nah p 328/2016
Uncontrolled Keywords: marketing mix, product, price, place, promotion, people, process, physical evidence, the purchase decision
Divisions: Program Pasca Sarjana > Jurnal Tesis Magister Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 04 Jul 2019 02:21
Last Modified: 04 Jul 2019 02:21
URI: http://repository.stieykpn.ac.id/id/eprint/196

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