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PENGARUH MARKETING MIX DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PERLENGKAPAN SKATEBOARD DI NOON BOARDSHOP SURABAYA

ABDURRAHMAN, ASSAD ZAKI (2015) PENGARUH MARKETING MIX DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN PERLENGKAPAN SKATEBOARD DI NOON BOARDSHOP SURABAYA. Undergraduate thesis, STIE PERBANAS SURABAYA.

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Abstract

Marketing mix and lifestyle has avery important role in influencing the purchasing decision. In this study, the elements of the marketing mix includes product, price, distribution channels and promotion. Before determining the purchase decision, consumers would consider some of these things. This study aims to determine the effect of the marketing mix and lifestyle on purchasing decisions of skateboard equipment at Noon Boardshop Surabaya. This study used a questionnaire as are search instrument which spread to a hundred peoples that qualified as a responder. Statistical methods which used in this research is multiple regression analysis to determine the effect of independent variables on the dependent variable. The results from this study are the distribution channels and promotion variables has a significant influence on purchasing decisions, but not for products, prices and lifestyle variables. This study proves that the distribution channels and promotional factors have a very important role on purchasing decisions of consumers to obtain the skateboard equipment at Noon Boardshop Surabaya. Keywords : Marketing Mix, Lifestyle and Purchasing Decisions

Item Type: Thesis (Undergraduate)
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Bachelor of Management
Depositing User: Perpustakaan Universitas Hayam Wuruk Perbanas Surabaya
Date Deposited: 26 Apr 2017 09:00
Last Modified: 26 Apr 2017 09:00
URI: http://eprints.perbanas.ac.id/id/eprint/949

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