CD Skripsi

Pengaruh Lifestyle Marketing Mix Terhadap Keputusan Pembelian Kamera Digital Sony Dan Kepuasan Konsumen Di Kota Pekanbaru

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This research aimed to analysze Lifestyle Marketing Mix on Purchase Decision and Customer Satisfaction, research applied on Customer who bought of Digital Camera Sony in Pekanbaru City. The object of this research was customer of Digital Camera Sony in Pekanbaru City. This research consists of four variables: one dependent variable, one intervening variable and one independent variables. They are Customer Satisfaction (Z), Purchase Decision (Y), Lifestyle Marketing Mix composed of Luxury, Indulgence, Self-concept and Admired (X). This research was conducted using a sample of 130 people. This research used purposive sampling, based on respondents who use digital camera Sony. Data are taken by giving respondents structural questionaires. In terms of data analysis, this research used Path Analysis method using SPSS (Statistical Package for Social Science) version 20. Based on the hypothesis test conducted, research shows that Lifestyle Marketing Mix composed of Luxury, Indulgence, Self-concept and Admired has significant and positive effect toward Purchase Decision, Lifestyle Marketing Mix has significant and positive effect toward Customer Satisfaction moderated by purchase decision, Purcahse Decision has significant and positive effect toward Customer Satisfaction.
Keywords:Lifestyle Marketing Mix, Purchase Decision, Customer Satisfaction.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

02 02. 117 (0197)

Penerbit

Pekanbaru : Universitas Riau – Fakultas Ekonomi Dan Bisnis - Manajemen., 2017

Deskripsi Fisik

xi, 81 hlm.: ill.; 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

02 02. 117 (0197)

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

DAUS

Versi lain/terkait

Lampiran Berkas

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