PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE INSTAN (STUDI KASUS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH SEMARANG)

KURNIAWAN, RIFA IKHLASHUL, E2A013013 (2017) PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE INSTAN (STUDI KASUS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH SEMARANG). Sarjana / Sarjana Terapan (S1/D4) thesis, ["eprint_fieldopt_institution_Universitas Muhammadiyah Semarang" not defined].

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Abstract

This research is designed to know the influence of four variable of marketing mix to consumer instant noodle purchase decision at student of Muhammadiyah University of Semarang. In Indonesia, fast food such as instant noodles, has become an important requirement. Instant noodle became the main choice of Indonesian people as a substitute for rice in various circles because of its practicality. Various aspects are used by instant noodles to achieve that success. Purchase intention is the next stage after the intention or desire to buy, but the purchase decision is not the same as the actual purchase. Marketing to consumer interest in students of Muhammadiyah University of Semarang include product, price, promotion, place. The purpose of this research is to know the most dominant factor of product factor, price, promotion, and place above which influence consumer instant noodle purchase decision. Nine data is done by collecting primary data through questionnaire while the analysis method using multiple linear regression analysis. The result of analysis using SPSS (Statistical Product and Services Solution) version 17 indicates that marketing mix has significant influence to consumer's decision. From result of regression coefficient Y = 1,372 + 0,292 X1 + 0,216 X2 + 0,139 X3 + 0,206 X4 show product variable X1 = 0,292, price X2 = 0,216, promotion X3 = 0,139 and distribution channel X4 = 206. Value R (correlation coefficient) obtained As much as 0.826 or 82.6% and the value of R Square (coefficient of determination) as much as 0.682 or 68.2%. The result of F test shows that product variables, price, promotion and place have significant effect to consumer instant noodle decision at student of Muhammadiyah University of Semarang. The result of T test shows that product, price, promotion, place have significant effect to consumer instant noodle decision on student of Muhammadiyah University of Semarang. Keywords: Product, price, promotion and place.

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