Marketing Mix (4Ps) as a Determinant Buying Decision of Refill Drinking Water in Padang

Syaputra , Rey Harlan (2008) Marketing Mix (4Ps) as a Determinant Buying Decision of Refill Drinking Water in Padang. Other thesis, FAKULTAS EKONOMI.

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Abstract

This research aims at factor influencing customer decision in buying refill drinking water in Padang. The sample of the research is the consumer of six RDW shop in Padang which used 120 samples. The research uses primary data and secondary data. Primary data is collected by doing questionnaires distribution. Whereas secondary data is gathered from literature review. Dependent variobles in this research are Price, Product, Place, and Promotion. Whereas buying decision as independent variable. Quantitative te t by using doubled linear regression with assisted by SPSS program application is used to analyze the data. The analysis of proposed model has met all goodness of /it indicator requirement, so that can be accepted as research model. Specifically, the research found no significant influence between marketing mix (4Ps) with buying decision. Price is the most dominant factor in marketing mix that influence consumers buying decision even though marketing mix only influence 2%.

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