![]() While partially the product, price, distribution and promotion are positive and significant towards purchasing decisions. The test results using multiple regression analysis show that together there is a positive effect of the marketing mix on purchasing decisions. The data analysis technique used in this research is multiple linear regression analysis, F test, t test and the coefficient of determination. The analysis method used is qualitative which is then quantified. The population in this study was the people of Sungaiselincah Village, Kalidoni Subdistrict, Palembang who bought or consumed bottled water with the Cleo brand, amounting to 68 people and samples taken in this study were 68 respondents with purposive sampling technique. The variables used are product, price, distribution, promotion. This type of research used in this study is associative. The aim is to determine the effect of the marketing mix on the decision to purchase bottled water with the Cleo brand in Sungai Selincah Village, Kalidoni District, Palembang. The formulation of the problem in this study is whether there is an effect of the marketing mix on the decision to buy bottled water with the Cleo brand in Sungai Selincah Village, Kalidoni District, Palembang. 212016079_ BAB II_SAMPAI_ BAB TERAKHIR.pdf ![]()
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