Browsing by Author "Suhardi, Putri Salma"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    INCREASING THE REGIONAL ECONOMY THROUGH SEKAR LATHI (Research on UKM Batik Sekarlathi in Yogyakarta)
    (Solid State Technology Volume: 63 Issue: 4, 2020) Febrianti, R. Adjeng Mariana; Suhardi, Putri Salma; Ramdhani, Mochammad Faizal
    The purpose of this research is to examine the effect of marketing intelligence on purchasing decisions, to examine the effect of marketing mix on purchasing decisions, and to examine the effect of marketing intelligence and marketing mix on purchasing decisions at Batik Sekarlathi Yogyakarta. This type of research is a quantitative descriptive study. The population of this sresearch were all consumers of Batik Sekarlathi Yogyakarta using Incidental Sampling as many as 90 people. The data collection method in this research is a questionnaire. The data analysis method used in this research is descriptive analysis method and multiple linear regression analysis. The results of the F test show that the Marketing Intelligence and Marketing Mix variables significantly influence the Purchasing Decision of Batik Sekarlathi consumers. The Adjusted R2 value of 0.763 shows that Marketing Intelligence and Marketing Mix Affect Purchasing Decisions by 76.3% and the remaining 23.7% is explained by other variables not explained in this study.