CD Tesis

Analisis Pengaruh Integrated Marketing Terhadap Minat Dan Keputusan Membeli Sepeda Motor Yamaha Di Kota Pekanbaru

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This research is aims to know and analyze the influence of integrated marketing on intention and purchase decision. The proposed hypothesis problem as follows: the first hypothesis, Solution has positive and significant effect on intention; second hypothesis Information has positive and significant effect on intention; third hypothesis, Value has positive and significant effect on intention. Forth hypothesis, Access has positive and significant effect on intention. Fifth hypothesis,Intention has positive and significant effect on purchase decision. Sixth hypothesis,Integrated Marketing has positive and significant effect on purchase decision The research was conducted by survey method explanatory research. The population in this study was customer of Yamaha Motor in Pekanbaru. The sampling technique used is porposive sampling with 210 samples. To process the data that has been obtained from the questionnaires and test the hypothesis that use computer tools with AMOS. These data are then processed by means of test validity, reliability,and Structural Equation Modelling (SEM) technique analysis to hypothesis test.The results showed that all of the integrated marketing have significantly positive to intention and purchase decision.

Keywords: SIVA, intention, purchase decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

10 03. 218 (0108)

Penerbit

Pekanbaru : Universitas Riau – Pasca Sarjana – Manajemen., 2018

Deskripsi Fisik

xiii, 101 hlm.; ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

10 03. 218 (0108)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PASCASARJANA (MAGISTER) MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

FATAH

Versi lain/terkait

Lampiran Berkas

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