The impact of marketing mix on customer purchase intention at PT.LOGIKREASI UTAMA MEDAN

Gabriella, Gabriella (2018) The impact of marketing mix on customer purchase intention at PT.LOGIKREASI UTAMA MEDAN. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Nowadays, IT products are no longer considered as luxury goods rather it becomes a necessity that must be met by everyone, especially for workers and students. This encourages many companies to engaged in IT industry.In order to attract consumers, a company must offer added value. Marketing mix is often the main consideration for consumers in making purchase decisions. This strategy consists of four elements which are product, price, location, and promotion.The purpose of this research is to discover how PT. Logikreasi Utama Medan conducts marketing mix and the influence of marketing mix on customer purchase intention at PT. Logikreasi Utama Medan. This research is quantitativ research in which questionnaires, literature study, and observation are used as data collection methods. The questionnaire which contains general consumer information and marketing mix of the company is distributed to 45 respondents. The data is processed using SPSS version 22. Through regression tests, correlation test, and hypothesis test, it is known that marketing mix has an influence on customer purchase intention at PT.Logikreasi Utama Medan. This research can be taken into account by the company in developing a better marketing strategy, especially pricing and promotion strategies.

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