Ramadhan, Atyanta Auliya and Munaf, Alex Iskandar (2017) Analyzing Marketing Mix Factors That Affects Consumer Decision Making For Residential Property In South Tangerang. Bachelor thesis, Swiss German University.

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Abstract

This research aimed to determine the effects of marketing mix factors towards consumer decision making for residential property in South Tangerang. The independent variables in this study are Price, Product, Promotion and Location while the dependent variable is Consumer Decision Making. The sample of this study was 100 respondents whom have already purchased a house. The data was collected using questionnaires and analyzed using multiple regression analysis. Based on the analysis using multiple regression, it is shown that all marketing mix factors (price, product, promotion, and location) simultaneously affecting consumer on purchasing a house. It also shown that all the variable is significant. Based on coefficient determination, all marketing mix variable 65,4% can significantly affect consumer decision making and 34,4% can be affected by other independent variables that did not analyzed in this research. Partially, it is indicated that price is having dominant influence on affecting consumer decision making.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Marketing Mix; Consumer Decision Making; Price; Product; Promotion
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	09 May 2020 09:05
Last Modified:	09 May 2020 09:05
URI:	http://repository.sgu.ac.id/id/eprint/150

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