Papers by Muhammad Rizki Nugraha
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The purpose of the research are : 1) to know the description for the marketing mix of product, pr... more The purpose of the research are : 1) to know the description for the marketing mix of product, pricing, distribution channels and promotion 2) to know the influence of product, price, place and promotion towards purchasing decision separately, 3) to know the influence of marketing mix of product, price ,placement, promotion toward purchasing decision in together. The analysis is multiple regresion analysis. The method of this research is non-probability sampling, that look 185's user of iPhone who visit PGC,Jakarta. The result of t test for product strategy is 6.770 with a value significantly is 0.000 It means product has a significant influence on purchase decisions. The result of t test for price 4.667 with a value significantly is 0.000. It means that the price has significant influence on purchase decisions. The result of t test for place is a 4.301 with a significant value is 0.000. It means place has a significant influence on purchase decisions. The result for t test for promotion strategy results is 4.354 with a significant value is 0.000. It means promotion have a significant influence on purchase decisions. The result of R 2 is 0.308 or 30.8%. it means purchasing decision is affected by marketing mix as much as 30.8%.
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Papers by Muhammad Rizki Nugraha