SITI, FATIMATUS ZAHRO (2023) ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN MELALUI WORD OF MOUTH SEBAGAI VARIABEL INTERVENING (STUDI KASUS MIXUE KABUPATEN JEMBER). Skripsi thesis, Institut Teknologi Dan Sains Mandala.

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Abstract

ABSTRACT This study aims to determine and analyze the influence of the marketing mix on purchasing decisions at the Jember Regency Mixue. The research method used is a quantitative method with a descriptive research type. The samples taken in this study were 120 respondents. The sampling technique used was accidental sampling and the data analysis technique used was path analysis. Data collection method using a questionnaire. The results of this study indicate that product and place do not have a direct effect on word of mouth and prices and promotions have an effect on word of mouth. products and promotions do not have a direct effect on the decision to buy Mixue Jember. As well as price, where word of mouth directly influences purchasing decisions. Products and places do not have a direct effect on purchasing decisions through word of mouth. Word of mouth is able to mediate prices and promotions on purchasing decisions. Keywords: Marketing Mix, Buying decision dan Word Of Mouth (WOM)

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 05:46
Last Modified:	10 Feb 2025 05:46
URI:	http://repo.itsm.ac.id/id/eprint/1018

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