| dc.contributor.author | SUNARDI, SUNARDI | |
| dc.contributor.author | IBRAHIM, JABAL TARIK | |
| dc.contributor.author | TAIN, ANAS | |
| dc.date.accessioned | 2017-08-15T03:14:05Z | |
| dc.date.available | 2017-08-15T03:14:05Z | |
| dc.date.issued | 2016-05-14 | |
| dc.identifier.isbn | 978-602-7577-70-1 | |
| dc.identifier.uri | http://repository.umy.ac.id/handle/123456789/12895 | |
| dc.description | In fact the changing of consumer behavior constantly demonstrates the importance
of consumer research. The dynamic nature of consumer behavior causes the product
life cycle becomes shorter. Proper mapping of socio-economic class of consumer is
important to enable manufacturers to provide the best products according to customer
wishes. The research objective is to obtain the explanation whether there is influence
of the marketing mix (product, price, place and promotion) against purchase decision
of Growing Up Milks (GUM) product on three socio-economic classes (lower, middle
and upper) and to discover the difference and the similarity among the class. The
study was conducted in Malang by using questionnaire and data processed by using
Partial Least Squares as an alternative to Structural Equation Modelling. The results
shows that the product is significantly influence the purchase decision of GUM across
all class. Price has a significant effect on the purchase decision only at lower and
upper class. Place and promotion did not significantly influence the purchase decision
of GUM across all class. Variation changes in endogenous variable (purchase
decision) can be explained by the exogenous variables (marketing mix), respectively
64.8% (upper), 48.3% (middle) and 49.9% (lower). Multi Group Analysis (MGA)
shown that there is no significant difference between the middle and lower classes. A
significant difference between the upper and middle and between upper and lower is
on product and price. Upper class inclined to purchase GUM due to the quality of the
product instead of design or product packaging. Price discount and lower price are
not a main consideration for upper class. | en_US |
| dc.description.abstract | In fact the changing of consumer behavior constantly demonstrates the importance
of consumer research. The dynamic nature of consumer behavior causes the product
life cycle becomes shorter. Proper mapping of socio-economic class of consumer is
important to enable manufacturers to provide the best products according to customer
wishes. The research objective is to obtain the explanation whether there is influence
of the marketing mix (product, price, place and promotion) against purchase decision
of Growing Up Milks (GUM) product on three socio-economic classes (lower, middle
and upper) and to discover the difference and the similarity among the class. The
study was conducted in Malang by using questionnaire and data processed by using
Partial Least Squares as an alternative to Structural Equation Modelling. The results
shows that the product is significantly influence the purchase decision of GUM across
all class. Price has a significant effect on the purchase decision only at lower and
upper class. Place and promotion did not significantly influence the purchase decision
of GUM across all class. Variation changes in endogenous variable (purchase
decision) can be explained by the exogenous variables (marketing mix), respectively
64.8% (upper), 48.3% (middle) and 49.9% (lower). Multi Group Analysis (MGA)
shown that there is no significant difference between the middle and lower classes. A
significant difference between the upper and middle and between upper and lower is
on product and price. Upper class inclined to purchase GUM due to the quality of the
product instead of design or product packaging. Price discount and lower price are
not a main consideration for upper class. | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | AGRIBUSSINESS DEVELOPMENT OF HUMAN WALFARE (ADHW) | en_US |
| dc.subject | Marketing Mix | en_US |
| dc.subject | Purchase Decision | en_US |
| dc.subject | Growing Up Milk Product | en_US |
| dc.subject | Partial Least Squares (PLS) | en_US |
| dc.subject | Socio-Economic Class of Consumer | en_US |
| dc.title | ANALYSIS OF INFLUENCE OF MARKETING MIX AGAINST PURCHASE DECISION OF GROWING UP MILK ON THREE SOCIO-ECONOMIC CLASS IN MALANG | en_US |
| dc.type | Book | en_US |
