Pramestya, Sri Andini (2025) DAMPAK BAURAN PEMASARAN (4P) TERHADAP KEPUTUSAN PEMBELIAN PRODUK DENGAN WORD OF MOUTH SEBAGAI VARIABEL MODERASI PADA UD LINTANG JAYA BOJONEGORO. Skripsi thesis, Universitas Muhammadiyah Lamongan.
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Lembar Persetujuan_ Sri Andini Pramestya.pdf Download (259kB) |
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Abstraksi
This study aimed to analyze the influence of the 4P marketing mix on consumer purchasing decisions at UD Lintang Jaya, with Word of Mouth as a moderating variable. The research employed a descriptive quantitative approach with an associative method, using multiple regression analysis and the Moderated Regression Analysis (MRA) test. Data were collected through questionnaires distributed to 68 respondents using accidental sampling, and the analysis was conducted using SPSS 25. The results showed that the variables of product, price, promotion, and place had an influence or impact on purchasing decisions. Meanwhile, Word of Mouth was proven to moderate the negative impact of the product, price, and promotion variables on purchasing decisions, and to moderate the positive impact of place on purchasing decisions. These findings indicated that informal communication among consumers played an important role in enhancing the effectiveness of marketing strategies. Keywords: Marketing Mix, Purchasing Decisions, Word of Mouth
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Marketing Mix, Purchasing Decisions, Word of Mouth |
| Subjects: | Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis Fakultas Ekonomi dan Bisnis > S1 Manajemen Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Divisions: | Universitas Muhammadiyah Lamongan > Fakultas Ekonomi dan Bisnis > S1 Manajemen Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Sri Andini Pramestya |
| Date Deposited: | 19 Aug 2025 04:43 |
| Last Modified: | 19 Aug 2025 04:43 |
| URI: | http://repository.umla.ac.id/id/eprint/5514 |
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