营销包对消费者购买庞蒂亚克BMS家具产品的影响

M. H. Hidayat, E. Suryadi, Fenni Supriadi
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引用次数: 0

摘要

本研究的目的是确定BMS家具的营销组合对消费者购买Pontianak BMS家具产品的决定有多大的影响。本研究的人口是所有在BMS Pontianak家具购买过产品的消费者,共有100名受访者。分析方法为简单线性回归分析、相关系数、决定系数、模型可行性检验。简单线性回归分析的结果表明,营销组合对购买决策有显著的正向影响。简单的线性回归方程为Y = 4,759 + 0,342 x,相关系数的结果显示r值为0.278,因此可以得出结论,营销组合与消费者购买Pontianak BMS家具产品的决策存在正相关关系,但关系较低。决定系数的结果显示R2值为0.078,这意味着营销组合影响了7.8%的消费者购买BMS Pontianak家具产品的决策,剩余的92.2%受到本研究之外的其他变量的影响。模型可行性检验结果表明,计算出的F值为8.234>表F 3.94,显著性值为0.005(小于0.05),因此可以得出结论,可以使用简单的线性回归模型来预测营销组合对BMS Pontianak家具产品购买决策的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Pengaruh Bauran Pemasaran Terhadap Keputusan Konsumen Membeli Produk Mebel BMS Pontianak
The purpose of this study was to determine how much influence BMS Furniture made the marketing mix on the decision of consumers to buy Pontianak BMS furniture products. The population in this study were all consumers who had purchased products in BMS Pontianak Furniture with a total of 100 respondents. Analysis techniques used were a simple linear regression analysis, correlation coefficient, determination coefficient, and model feasibility test. The results of simple linear regression analysis show that the marketing mix has a positive and significant effect on purchasing decisions. The simple linear regression equation is Y = 4,759 + 0,342 X. The result of the correlation coefficient shows the R-value of 0.278 so that it can be concluded that the marketing mix has a positive but low relationship with the consumer's decision to buy Pontianak BMS Furniture products. The result of the coefficient of determination shows the R2 value of 0.078, which means that the marketing mix influences 7.8% of consumers' decisions to buy BMS Pontianak Furniture products and the remaining 92.2% is influenced by other variables outside this research. The results of the model feasibility test show that the calculated F value is 8.234> table F 3.94, and has a significance value of 0.005 (less than 0.05), so it can be concluded that a simple linear regression model can be used to predict consumer decisions to buy BMS furniture products Pontianak which are influenced by the marketing mix.
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