PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN AIR MINUM DALAM KEMASAN MEREK AQUA (STUDI KASUS PADA MAHASISWA STIENAS BANJARMASIN ANGKATAN 2015)

Abstract

Abstract,
The purpose of this research is to find out whether the marketing mix
consisting of product (X1), price (X2), promotion (X3) and location (X4)
have partial and simultaneous effect on purchasing decision of drinking
water in Aqua packaging, and to know from the four marketing mix variables
are the most dominant influence on the purchase decision of drinking water
in the packaging of Aqua brand.
The population of this study are 200 people , they are all students of
STIENAS Banjarmasin Class of 2015. Methods of data analysis in this study
were conducted descriptively quantitatively with multiple linear regression
using the help of SPSS program version 16.0.
The result of the research shows that marketing mix consisting of
promotion variable (X3) and location (X4) have partially significant effect on
purchasing decision of drinking water in Aqua brand packaging, while
product (X1) and price (X2) variable have no significant effect partially
purchase decision of drinking water in Aqua brand packaging