BAURAN PEMASARAN DALAM MENENTUKAN MINAT BELI ULANG KONSUMEN KEDAI MAMAH EHA BANDUNG

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BAURAN PEMASARAN DALAM MENENTUKAN MINAT BELI ULANG KONSUMEN KEDAI MAMAH EHA BANDUNG

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Title: BAURAN PEMASARAN DALAM MENENTUKAN MINAT BELI ULANG KONSUMEN KEDAI MAMAH EHA BANDUNG
Author: Prilia, Sabella
Abstract: This research proposed by Sabella Prilia NPM 0210U145 with the title of marketing mix in determining Interest Buy Back Consumers Store Mamah Eha Bandung. Department of Management Department of the Faculty of business and Management University of Widyatama, Bandung. Under the guidance of Mr Tezza Adriansyah Anwar, s. IP., West Java. This research is intended to find out how the marketing mix, influencing consumer buying interest in re Tavern Mamah Eha Bandung. The marketing mix is done by the tavern Mamah Eha has been good in the eyes of society of Bandung city. It causes consumers to buy interest in doing. The research method used is descriptive method verifikatif. Sample as many as 115 consumers obtained using engineering judgement sampling. Meanwhile, the collection of data is done with interviews, questionnaires, and direct observation to get primary data. Path analysis used in this study to analyze the data statistically. The interest re-buy consumer Tavern Mamah Eha Bandung in influence by the places, people, physical evidence, and process. But only the marketing mix variables have a significant influence on consumer buying interest in re Tavern Mamah Eha Bandung. Meanwhile, the marketing mix variables do not affect significantly is the product, pricing, and promotions so that it can be ignored. Interest to buy back consumers in conducting purchasing decisions are considered to be good, meaning that the level of interest in purchasing the tavern Mamah Eha is quite high. While the magnitude of the influence of proportionately due to other variables outside of the two variables are said to be very weak. This shows that there are variables or other factors that are not discussed in this study that also affect the consumer interest in buying back the tavern Mamah Eha Bandung.
URI: http://repository.widyatama.ac.id/xmlui/handle/123456789/3007
Date: 2014


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