Abstract:
ANALISIS KONTRIBUSI BAURAN PEMASARAN TERHADAP KEPUTUSAN KONSUMEN DALAM MEMBELI SEPEDA MOTOR MEREK YAMAHA
PADA PT. ALFA SCORPII DI PEKANBARU
Mula Syahputra
Pendidikan Ekonomi, FKIP – Universitas Riau
ABSTRACT
Key Words: Marketing Mix and Customer Decisions
The purpose of this study was to determine how much the contribution of the marketing mix on consumer decisions and to know the contribution of the marketing mix which is more influence consumer decisions in buying Yamaha motorcycle brand in the PT. Alpha Scorpii in Pekanbaru. As for the population under study is the object when seen from the number of customers at the end of 2011, which amounted to 1646 people (Source PT.Alfa Scorpii) while the study sample using simple ramdom sampling is taken as a sample of 50 people from the population. It contents in accordance with the opinion Barlay (2000) which states that for a population of more than 100 people, the samples can be taken as a minimum of 50 people in order to meet the adequacy of risk.
The results of the analysis includes the contribution of the Marketing Mix Product, Price, Promotion and Distribution Channels (Place) contribution from the marketing elements can be seen from the high percentage of respondents to the instrument response-question instrument that produces consumer's decision to buy a Yamaha motorcycle brands at PT Alpha Scorpii in Pekanbaru of Product mix of respondents (32%), of the mix Price of (27.3), of the mix for promotion (33.3%) and from the mix of distribution channels (place) of (24.7%). Means of the four elements of marketing that make greater contributions to the Consumer Decision About Buying Motorcycle Brand Yamaha In PT.ALFA Scorpii in Pekanbaru is the promotion mix by 33.3%. dependent variable was the dependent variable affects the other variable rates on the variable distribution that is equal to 0.945 and a very weak influence variables are variables influence the price of the promotion variable is equal to 0.207.
