ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MIE INSTAN MEREK MIE SEDAAP (Studi pada Mahasiswa Kampus III Universitas Muhammadiyah Malang)

Ahmad Alhadi

Abstract


is research entitled ?The Analysis of Marketing mix variabels Influence toward Instant Noodle Buying Decision of Mie Sedaap Brand (Study on Students in 3rd Campus of Muhammadiyah Malang University)?. The aim of this research is to found out what the marketing mix variables that have significant influence toward instant noodle buying decision of Mie Sedaap brand and also to found out the marketing mix variables that have dominant influence toward instant noodle buying decision of Mie Sedaap brand.
Based on the problem formulation, research background and suggested theoretical fundamental, hypothesis are formulated: it is estimate that the marketing mix variables consist of product, price, promotion and distribution have the significant influence toward instant noodle buying decision of Mie Sedaap brand; and it is estimate that promotion variable is having dominant influence toward instant noodle buying decision of Mie Sedaap brand.
The research was conducted in 3rd Campus of Muhammadiyah Malang University, Tlogomas street No. 246 Malang (65144) with the population students in 3rd campus of Muhammadiyah Malang University that consuming Mie Sedaap. Samples taken for this research consist of 70 people using incidental sampling technique.
From multiple linear regression analysis using F-test and t-test, the results was obtain that marketing mix variables consist of product, price, promotion and distribution have significant influence toward instant noodle buying decision of Mie Sedaap brand. While the variable that have dominant influence toward instant noodle buying decision of Mie Sedaap brand is product variable.

 

Keyword : Bauran pemasaran, Mie Sedaap


Keywords


Bauran pemasaran;Mie Sedaap