ANALISA PENGARUH BAURAN PEMASARAN DAN PERSEPSI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN KARTU AS DI KOTA PADANG

Abstract

This research aims to prove the existence of the marketing mix and perception influence consumer Buying decisions against the AS card in Padang city. In this study the model sample was 180 people using customers that have an AS card. Sampling is done using a purposive sampling method. Types of data used the primary data obtained through the dissemination of the questionnaire. In this study used two categories of variables. The dependent variable is the first buying decisions, while the second independent variable is the variable that consists of the marketing mix and the perception of consumers. To do analisys the hypothesis used linear regression model analysis of multiple and t-test statistics. Based on the results of hypothesis testing that has been done can be concluded that the product, price, promotion, People, perception influence purchase decisions significantly to AS card in Padang city and distribution, physical, perception is not significant effect against the decision of the AS card buying in the city of Padang.
Keyword: Buying decisions, Marketing Mix and Consumer Perceptions