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)
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.
B01656 | (Rack Thesis) | Available |
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