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Analysis marketing mix strategy of PT. X towards consumer purchase decision on its coated peanut product

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This research will discuss about the influence of elements in marketing mix strategy of PT. X toward consumer purchase decision on its coated peanut product. In this research, data collection is obtained by distributing questionnaires to 200 respondents in Tangerang and Bekasi areas. The variables are measured by using Likert Scale to find out the agreement level of consumers toward the statements in the questionnaires. rnrnThe SPSS version 17 is used to do reliability and validity tests on collected questionnaires and the Amos version 6.0 is used to find out how much influence each element of marketing mix makes on consumer purchase decision.rnrnBased on the research analysis, the elements of marketing mix influence the consumer purchase decision of PT. X?s coated peanut (Jaipong Coated Peanut). The Price element has the most influence on the consumer purchase decision and the least influence element on the consumer purchase decision is the Place element.

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Availability

B00567

(wh)

Available

Detail Information

Series Title

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Call Number

567

Publisher

: Swiss German University., 2009

Collation

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Language

English

ISBN/ISSN

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Classification

NONE

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

IBA

Specific Detail Info

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Statement of Responsibility

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