CD Skripsi

Analisis Hubungan Bauran Pemasaran Dengan Keputusan Pembelian Buah Di Mandiri Swalayan Taluk Kuantan

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ABSTRACT
The objectives of this research are to identify the characteristics of fruit
consumers shopping at Mandiri Swalayan Taluk Kuantan and to analyze the
relationship between the marketing mix and purchasing decisions of fruit at
Mandiri Swalayan Taluk Kuantan. The research method with non-probability
sampling technique using accidental sampling. The number of samples was 90
respondents with the criteria of consumer who had purchased fruit at least four
times. The research was conducted at Mandiri Swalayan Taluk Kuantan, Central
Kuantan District, Kuantan Singingi Regency. The analysis used descriptive
analysis and quantitative analysis. The research data were statictically analyzed
using the spearman rank correlation test. The result showed the characteristics of
fruit consumers shopping at Mandiri Swalayan Taluk Kuantan were dominates by
63 percent females, 29 percent aged 36-45 years, 73 percent married, 53 percent
high school graduates, 31 percent housewives and 45 percent with an income of
IDR 5-7 million. Based on the result of the spearman rank correlation analysis
using SPSS, it was found that process, product, physical evidence, price and
promotion had a very strong and positive relationship with purchasing decisions,
while location had a medium category relationship and people had a negative and
low relationship.
Keywords: the relationship, marketing mix, purchasing decisions, fruit

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1906124718

Penerbit

Pekanbaru : Universitas Riau – F.PERTANIAN – AGRIBISNIS., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1906124718

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Agribinis

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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