Analysis of marketing mix toward buying decision in citihub tunjungan, Surabaya

Cahayadi, Willianto Gunawan (2017) Analysis of marketing mix toward buying decision in citihub tunjungan, Surabaya. Bachelor thesis, Universitas Pelita Harapan Surabaya.

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Abstract

In order to attract consumers, there is a process called consumers’ buying decision, as the process for deciding what kind of product or service that consumers are really going to buy with resources that they have. This study was conducted in order to find out the reason behind customer decision making in Grand CitiHub Tunjungan, Surabaya. This research described the effects of product, price, place, promotion, people, physical evidence and process towards buying decision of CitiHub Tunjungan, Surabaya. The model was tested based on questionnaire data collected. The data used in this test were collected from 120 respondents. Seven hypotheses were analyzed using descriptive analysis and multiple linear regression. The result of this study showed that product, price, promotion, and process has insignificant effect on buying decision. The results of this research also shows that the place, personnel, and physical evidence, give a significant impact to the buying decision because the sig t lower than 0.05 The recommendation was to improve the significant variables (Place, People, and Physical Evidence) in order to improve the buying decision of CitiHub Tunjungan, Surabaya / Dalam rangka untuk menarik konsumen, ada proses yang disebut keputusan pembelian konsumen, yang merupakan proses menentukan produk atau jasa seperti apa yang akan dibeli oleh konsumen dengan sumber daya yang mereka miliki. Penelitian ini ditujukan untuk menemukan alasan dibalik keputusan pembelian konsumen di CitiHub Tunjungan, Surabaya. Penelitian ini menjelaskan efek dari produk, harga, tempat, promosi, orang, bukti fisik dan proses terhadap keputusan pembelian di CitiHub Tunjungan, Surabaya. Model penelitan diuji dengan menggunakan data yang diperoleh dari kuesioner on questionnaire data collected. Data yang digunakan dalam tes ini dikumpulkan dari 120 responden. Tujuh hipotesis dianalisa menggunakan descriptive analysis and multiple linear regression. Hasil dari penelitian ini menunjukkan bahwa produk, harga, promosi, dan proses memberikan dampak yang tidak signifikan terhadap keputusan pembelian. Hasil dari penelitian ini juga menunjukkan bahwa tempat, personel, dan bukti fisik, memberikan dampak yang signifikan terhadap keputusan pembelian. karena t sig lebih rendah daripada 0,05 Rekomendasi yang diberikan ialah dengan mengembangkan variable-variable yang signifikan dengan tujuan untuk meningkatkan keputusan pembelian terhadap CitiHub Tunjungan, Surabaya

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