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