Pengaruh Bauran Produk Dan Bauran Promosi Terhadap Sikap Pembelian Konsumen Pada Produk Ma Icih Di Bandung.
A B ST R A K
P e n e litia n
in i b e rtu ju a n
u n tu k
m e n g e ta h u i s e ja u h
m ana
p e n g a ru h
b a u ra n
p ro d u k
dan
b a u ra n p ro m o s i te rh a d a p s ik a p p e m b e li a n k o n s u m e n p a d a p ro d u k M a Ic ih d i B a n d u n g .
D a la m
p e n e l itia n
p ro b a b ility
in i
s a m p lin g
m e to d e
d engan
p e n g a m b i la n
s a m p lin g
sam p el
ju d m e n t
d ila k u k a n
s a m p lin g .
deng an
Sam pel
m e to d e
p e n e litia n
non-
a d a la h
k o n s u m e n p ro d u k M a Ic i h d i k o ta B a n d u n g s e b a n y a k 1 0 0 o ra n g r e s p o n d e n d a r i p o p u la s i
ta k
te rb a t a s .
T eknik
s tu d i
pen gum pulan
o b se rv a si
dan
k e p u s ta k a a n .
v e rifik tif.
Peng gunaan
m e to d e
m e n e g e n a i a trib u t b a u r a n
d ig u n a k a n
u n tu k
d a ta
d il a k u k a n
P e n e litia n
d e s k rip tif
produk
m en gungkap kan
dan
in i
p e n g a ru h
k u e s io n e r,
m enggun akan
b e rtu ju a n
b a u ra n
denga n
u n tu k
m e to d e
bauran
p ro d u k
d e s k ri p tif
m e m p e ro le h
p ro m o s i. S e d a n g k a n
dan
w aw anca ra,
h a s il
m e to d e
b a u ra n
dan
k a jia n
v e rif ik a tif
p ro m o s i d a la m
m e n e n tu k a n s ik a p p e m b e li a n k o n s u m e n . T e k n ik a n a lis is d a ta m e n g g u n a k a n p a th a n a ly s i s ,
y a itu a n a l is is y a n g d i g u n a k a n
te rh a d a p
p e n e litia n
p ro m o si
v a ria b e l
la in n y a ,
m e n u n ju k a n
te r h a d a p
b a ik
bahw a
s ik a p
u n tu k
m e n e n tu k a n
p e n g a ru h
la n g s u n g
te rd a p a t p e n g a ru h
p e m b e lia n
b e ra p a
konsu m en,
b e s a r p e n g a ru h s u a tu v a ria b e l
m au pun
p e n g a ru h
tin g g i d a ri b a u r a n p r o d u k
nam un
b a u ra n
p e n g a ru h y a n g le b i h b e s a r d ib a n d i n g k a n d e n g a n b a u ra n p ro d u k .
K a ta K u n c i
:
b e rsa m a .
b a u ra n p ro d u k , b a u ra n p ro m o s i d a n s ik a p p e m b e li a n
p ro m o s i
H a s il
d a n b a u ra n
m em p unyai
A B ST R A C T
T h is
s tu d y
a im e d
to
d e te rm in e
th e
e x te n t
of
th e
in flu e n c e
of
th e
p ro d u c t
m ix
and
p ro m o tio n a l m ix to t h e a tti tu d e s o f c o n s u m e rs p u rc h a s e th e p ro d u c t M a Ic ih in B a n d u n g .
In th is s tu d y th e s a m p lin g m e t h o d to th e n o n -p ro b a b ility s a m p lin g w ith s a m p lin g ju d m e n t
s a m p lin g . T h e re s e a rc h s a m p le w a s M a Ic ih c o n s u m e r p ro d u c ts in th e c ity a s m a n y a s 1 0 0
re s p o n d e n t s fro m a n in fin ite p o p u l a tio n . D a ta w a s c o l le c t e d b y q u e s tio n n a ire s , in te rv ie w s ,
o b s e rv a tio n s a n d lit e ra tu re s tu d y .T h is s tu d y u s e s d e s c ri p tiv e a n d v e rifi k tif. T h e u s e o f th e
d e s c rip tiv e m e th o d a i m s to o b ta in th e re s u lts o f a s tu d y o n th e a ttrib u te s o f th e p r o d u c t
m ix a n d p ro m o ti o n a l m ix . W h ile v e ri fic a tio n m e th o d s a r e u s e d to e x p re s s th e e ffe c t o f
p ro d u c t m ix a n d p ro m o tio n a l m ix i n d e t e rm in in g th e a ttit u d e o f th e c u s t o m e r p u rc h a s e .
D a ta a n a ly s i s te c h n iq u e s u s in g p a th a n a l y s is , th e a n a l y s is u s e d t o d e te rm in e h o w m u c h o f
th e e ffe c t o f a v a ria b le o n o t h e r v a ria b le s , e ith e r d ire c tly in flu e n c e o r l e v e ra g e to g e th e r.
T h e re s u lts s h o w e d th a t t h e re is a h ig h i n flu e n c e o f th e p ro d u c t m ix a n d p ro m o tio n a l m ix
to
c o n s u m e r b u y in g
a ttit u d e s , b u t th e
p ro m o tio n
m ix
has a
g re a te r in flu e n c e
p ro d u c t
K e y w o rd s : p ro d u c t m ix , p ro m o tio n a l m ix a n d a ttitu d e s p u rc h a s e s
th a n
th e
m ix.
P e n e litia n
in i b e rtu ju a n
u n tu k
m e n g e ta h u i s e ja u h
m ana
p e n g a ru h
b a u ra n
p ro d u k
dan
b a u ra n p ro m o s i te rh a d a p s ik a p p e m b e li a n k o n s u m e n p a d a p ro d u k M a Ic ih d i B a n d u n g .
D a la m
p e n e l itia n
p ro b a b ility
in i
s a m p lin g
m e to d e
d engan
p e n g a m b i la n
s a m p lin g
sam p el
ju d m e n t
d ila k u k a n
s a m p lin g .
deng an
Sam pel
m e to d e
p e n e litia n
non-
a d a la h
k o n s u m e n p ro d u k M a Ic i h d i k o ta B a n d u n g s e b a n y a k 1 0 0 o ra n g r e s p o n d e n d a r i p o p u la s i
ta k
te rb a t a s .
T eknik
s tu d i
pen gum pulan
o b se rv a si
dan
k e p u s ta k a a n .
v e rifik tif.
Peng gunaan
m e to d e
m e n e g e n a i a trib u t b a u r a n
d ig u n a k a n
u n tu k
d a ta
d il a k u k a n
P e n e litia n
d e s k rip tif
produk
m en gungkap kan
dan
in i
p e n g a ru h
k u e s io n e r,
m enggun akan
b e rtu ju a n
b a u ra n
denga n
u n tu k
m e to d e
bauran
p ro d u k
d e s k ri p tif
m e m p e ro le h
p ro m o s i. S e d a n g k a n
dan
w aw anca ra,
h a s il
m e to d e
b a u ra n
dan
k a jia n
v e rif ik a tif
p ro m o s i d a la m
m e n e n tu k a n s ik a p p e m b e li a n k o n s u m e n . T e k n ik a n a lis is d a ta m e n g g u n a k a n p a th a n a ly s i s ,
y a itu a n a l is is y a n g d i g u n a k a n
te rh a d a p
p e n e litia n
p ro m o si
v a ria b e l
la in n y a ,
m e n u n ju k a n
te r h a d a p
b a ik
bahw a
s ik a p
u n tu k
m e n e n tu k a n
p e n g a ru h
la n g s u n g
te rd a p a t p e n g a ru h
p e m b e lia n
b e ra p a
konsu m en,
b e s a r p e n g a ru h s u a tu v a ria b e l
m au pun
p e n g a ru h
tin g g i d a ri b a u r a n p r o d u k
nam un
b a u ra n
p e n g a ru h y a n g le b i h b e s a r d ib a n d i n g k a n d e n g a n b a u ra n p ro d u k .
K a ta K u n c i
:
b e rsa m a .
b a u ra n p ro d u k , b a u ra n p ro m o s i d a n s ik a p p e m b e li a n
p ro m o s i
H a s il
d a n b a u ra n
m em p unyai
A B ST R A C T
T h is
s tu d y
a im e d
to
d e te rm in e
th e
e x te n t
of
th e
in flu e n c e
of
th e
p ro d u c t
m ix
and
p ro m o tio n a l m ix to t h e a tti tu d e s o f c o n s u m e rs p u rc h a s e th e p ro d u c t M a Ic ih in B a n d u n g .
In th is s tu d y th e s a m p lin g m e t h o d to th e n o n -p ro b a b ility s a m p lin g w ith s a m p lin g ju d m e n t
s a m p lin g . T h e re s e a rc h s a m p le w a s M a Ic ih c o n s u m e r p ro d u c ts in th e c ity a s m a n y a s 1 0 0
re s p o n d e n t s fro m a n in fin ite p o p u l a tio n . D a ta w a s c o l le c t e d b y q u e s tio n n a ire s , in te rv ie w s ,
o b s e rv a tio n s a n d lit e ra tu re s tu d y .T h is s tu d y u s e s d e s c ri p tiv e a n d v e rifi k tif. T h e u s e o f th e
d e s c rip tiv e m e th o d a i m s to o b ta in th e re s u lts o f a s tu d y o n th e a ttrib u te s o f th e p r o d u c t
m ix a n d p ro m o ti o n a l m ix . W h ile v e ri fic a tio n m e th o d s a r e u s e d to e x p re s s th e e ffe c t o f
p ro d u c t m ix a n d p ro m o tio n a l m ix i n d e t e rm in in g th e a ttit u d e o f th e c u s t o m e r p u rc h a s e .
D a ta a n a ly s i s te c h n iq u e s u s in g p a th a n a l y s is , th e a n a l y s is u s e d t o d e te rm in e h o w m u c h o f
th e e ffe c t o f a v a ria b le o n o t h e r v a ria b le s , e ith e r d ire c tly in flu e n c e o r l e v e ra g e to g e th e r.
T h e re s u lts s h o w e d th a t t h e re is a h ig h i n flu e n c e o f th e p ro d u c t m ix a n d p ro m o tio n a l m ix
to
c o n s u m e r b u y in g
a ttit u d e s , b u t th e
p ro m o tio n
m ix
has a
g re a te r in flu e n c e
p ro d u c t
K e y w o rd s : p ro d u c t m ix , p ro m o tio n a l m ix a n d a ttitu d e s p u rc h a s e s
th a n
th e
m ix.