CD Skripsi

Pengaruh Penerapan Bauran Pemasaran Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Toyota Pada Agung Toyota Air Molek

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Purchasing decisions are an important part of the product marketing
concept, this is the background of this research. Implementing the right marketing
mix and good service quality in front of consumers are part of the factors
supporting consumer purchasing decisions. This strategy is applied by Agung
Toyota Air Molek. This study aims to determine the effect of Marketing Mix
Implementation and service quality on purchasing decisions at Agung Toyota Air
Molek. The method used in this research is descriptive and quantitative, with the
data source of this research coming from primary data obtained through the
interview process and distributing questionnaires which were then tested
statistically through the SPSS program and secondary data using sales data of
Agung Toyota Air Molek products starting in 2016-2020. The analytical method
used in this research is simple and multiple regression analysis, and through
validity and reliability tests. In this study the results obtained are that the
marketing mix (X1) has a positive and significant effect on purchasing decisions
(Y), service quality (X2) has a positive and significant effect on purchasing
decisions (Y), and the marketing mix (X1) and service quality ( X2) has a positive
and significant effect on Purchase Decision (Y) at Agung Toyota Air Molek.
Keywords: Marketing Mix, Service Quality and Purchase Decision.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.122 (0023)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2022

Deskripsi Fisik

xiv, 127 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.122 (0023)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

ELFITRA

Versi lain/terkait

Lampiran Berkas

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