Analysis of the Effectiveness of Using Marketing Mix Strategy towards Customer Purchase Intention in the toys and Games Business (Case Study of PT. Salim Toys in Jakarta 2014)

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Analysis of the Effectiveness of Using Marketing Mix Strategy towards Customer Purchase Intention in the toys and Games Business (Case Study of PT. Salim Toys in Jakarta 2014)

Christianto, William - Personal Name; Arnaya, Ketut - Personal Name;

The purpose of this research is to analysis the effectiveness of marketing mix strategy towards customer purchase intention as well as find out which marketing mix element has the most important factor that make customer intention to purchase. the other purpose is to find out the customers purchase intention level towards the company new toys and games product. the data collection involved the distribution of 100 questionnaires for the company customers with a support from the secondary data. the data is processed using SPSS 21 and AMOS. the result shows that product and physical evidence has a same rate that influence purchase intention follows by Process, People, Promotion, price and Place.

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B01656 (Rack Thesis) Available

Detail Information

Series Title: -
Call Number: 1656
Publisher: : Swiss German University., 2014
Collation: -
Language: English
ISBN/ISSN: -
Classification: NONE
Content Type: -
Media Type: -
Carrier Type: -
Edition: -
Subject(s): Purchase intention
Marketing mix
Marketing
IBA
Toys and games industry
Specific Detail Info: -
Statement of Responsibility: -

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