MARKETING
MIX EFFECT ON THE DECISION
PURCHASE
PHONE IN STUDENTS
University
Gunadarma
Keywords:
Marketing Mix, Purchasing Decisions, Mobile Products
(ix
+ 39 + Bibliography + Annex)
Communication
tools become a necessity that can not be inevitable in the era of
globalization. The reasons against this communication tool of which is true -
really need it as a tool to facilitate the mobility of himself and his work to
only use means of communication as a means lifestyle.
Answering
this need, the company engaged in communications race - the race to make
products for people with various advantages and disadvantages of each - each
pulling the students become the target of which is considered very profitable
and is the largest market in the mobile phone business.
With so many mobile products which are used by students, the authors are interested in doing a study by focusing on a single product, namely mobile phones Nokia, this research located at the University Gunadarma with students of the Faculty of Economics Department of Management and Semester VI as a sample. While the methods of analysis used in this study is the Product Moment with the calculation scale is Likert Scale.
From the analysis, then get r value of 0:39 with a level of correlation of 39%, it can be concluded that there is a relationship between the marketing mix with purchasing decisions, means Ha Ho accepted and rejected.
Bibliography (1990 - 2005)
