Pengaruh Unsur Bauran Pemasaran dan Non Bauran Pemasaran terhadap Keputusan Konsumen Menggunakan Jasa Warnet Cyber Park

Evany, Lay (0555016) (2010) Pengaruh Unsur Bauran Pemasaran dan Non Bauran Pemasaran terhadap Keputusan Konsumen Menggunakan Jasa Warnet Cyber Park. Undergraduate thesis, Universitas Kristen Maranatha.

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Abstract

This research is a study that tested the effects of marketing mix variables (people, process, physical evidence) and Non-Marketing Mix (motivation, attitudes, perceptions, culture, and the reference group) to the consumer's decision use services in the Cyber Park Internet café, either simultaneously or partially. So this research tries to identify how to influence and there are correlations between independent variables and dependent variable and which variables are considered to have the most dominant influence on consumer decisions to use internet café services. In this study, all hypothes are tested simultaneously and partial using path analysis method with multiple regression models as a analysis models. To determine the most dominant variable affecting the dependent variable (Y) performed multiple regression test and to find out how much tightness of correlation and how the relationship between independent and dependent variables, the correlation test performed. The results of the analysis showed there was a significant influence either simultaneously or partially, and there is a strong correlation closeness and positive between the variables and the Non-Marketing Mix Marketing Mix of the Consumer Decision variables using internet café services. Given that the variables that have the most dominant influence is the Marketing Mix Non variables.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Marketing Mix, Non-Marketing Mix (Individual Consumer and Environmental Impact), Consumer Decision.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Faculty of Economics > 55 Management Department (Night Classes)
Depositing User: Perpustakaan Maranatha
Date Deposited: 02 Dec 2015 10:23
Last Modified: 02 Dec 2015 10:23
URI: http://repository.maranatha.edu/id/eprint/17723

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