The affect of global marketing mix towards the buying decision of IKEA products

Wijaya, David Hans (2018) The affect of global marketing mix towards the buying decision of IKEA products. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study analyzes about the affect of global marketing mix towards customer buying decision of IKEA products. IKEA is a multinational group of companies from Sweden that designs and sells ready-to-assemble furniture (such as beds, chairs and desks), appliances and home accessories. Therefore, there must be several factors that positively influence customer buying decision of IKEA in Alam Sutera, Tangerang. This study examines factors that contribute to customer buying decision over IKEA products. This study case will be used quantitative research method by distributing electronic questionnaires to 100 Management students of Universitas Pelita Harapan who ever use, or visit IKEA in Alam Sutera more than one times as respondents. Variable measurement is done by using Likert scale and non probability sampling as data collection technique. Quantitative methods include the validity and reliability test, the inferential statistics that include outer and inner model, the coefficient determination ( , the hypothesis testing. The result of the research were analyzed using Smart PLS 3.0 program. The hypothesis tested were 4 with results 3 out of 4 hypothesis are accepted, while one hypothesis is rejected. Furthermore, managerial implication and suggestions for future research are included in this study.

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