CD Skripsi

Pengaruh Bauran Pemasaran Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Mobil Suzuki Sx4 S-Cross Pada Pt. Sejahtera Buana Trada Suzuki Mobil Pekanbaru

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This research was conducted at PT. Sejahtera Buana Trada Suzuki Mobil
Pekanbaru, located on SM Amin Street, Simpang Baru, Tampan, Pekanbaru, Riau.
The purpose of this study was to determine the effect of marketing mix and service
quality on buying desicion of Suzuki SX4 S-Cross Car at PT. Sejahtera Buana Trada
Suzuki Mobil Pekanbaru partially and simultaneously. In this research the method
used is quantitative descriptive analysis with SPSS program. The population in this
study are allconsumers who purchase the SX4 S-Cross Car at PT. Sejahtera Buana
Trada Suzuki Mobil Pekanbaru in the last year of 2019 totaling 95 people. Where the
samples in this study are consumers of PT. Sejahtera Buana Trada Suzuki Mobil
Pekanbaru as many as 95 respondents. To determine the sample using the Census
Method. Data collection techniques through questionnaires and interviews, types and
sources of data using primary data and secondary data, measurement collection
techniques using a Likert scale.
From the analysis of data which includes validity, reliability, simple linear
regression analysis, multiple linear analysis, determination analysis and significance
test with t test (partial test), and f test (simultaneous). The results of this study
indicate that the results of the first t test hypothesis testing, marketing mix on buying
desicion is t arithmetic (9.246)> t table (1,6614) means that marketing mix has a
significant effect on buying desicion. Second, the service quality on buying desicion is
t arithmetic (11.278)> t table (1.6615) means that the service quality significantly
influences buying desicion. The f test results of marketing mix and service quality
have a significant effect on buying desicion, namely f arithmetic (80.317)> F_ table
(3.10). This means that marketing mix and service quality simultaneously have a
significant effect on buying desicion at PT. Sejahtera Buana Trada Suzuki Mobil
Pekanbaru.
Keywords: Marketing Mix, Service Quality, Buying Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

01 04.121 (0015)

Penerbit

Pekanbaru : Universitas Riau – FISIP - Ilmu Administrasi Bisnis., 2021

Deskripsi Fisik

xvii, 132 hlm.: ill.: 29 cm

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

01 04.121 (0015)

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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