Haryuni, Ribka and Saroso, Tommy (2015) Marketing Mix Influencing Generation Y Purchasing Behavior Toward their Selection of Restaurant. Bachelor thesis, Swiss German University.

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Abstract

The purpose of this research is to identify if the marketing mix has any influence on Generation Y purchasing behavior toward their selection of restaurant. This research uses a quantitative methodology which questionnaires were constructed and distributed and the data was analyzed using Statistical Package for the Social Sciences (SPSS) with multiple regression. This research found that Millennials purchasing behavior can be influenced as much as 40.6% by marketing mix combination. The “people” variable give the highest contribution, “people” influence 21.4% Generation Y purchasing behavior toward their selection of restaurant.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Marketing Mix; Generation Y; Purchasing Behavior
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior T Technology > TX Home economics > TX901 Hospitality industry
Divisions:	Faculty of Business Administration and Communication > Department of Hotel and Tourism Management
Depositing User:	Atroridho Rizky
Date Deposited:	12 Jan 2021 13:27
Last Modified:	12 Jan 2021 13:27
URI:	http://repository.sgu.ac.id/id/eprint/1676

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