Pengaruh Bauran Pemasaran Terhadap Perilaku Konsumen Di Rumah Syar’i Pekanbaru

Lisdawati, Lisdawati (2017) Pengaruh Bauran Pemasaran Terhadap Perilaku Konsumen Di Rumah Syar’i Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

This research is motivated by the phenomenon of consumer behavior that tend to love to shop to Rumah Syar'i in Pekanbaru. However, there is an image for some consumers of product prices in this expensive Syar'i House. Therefore the formulation of this research problem how the influence of marketing mix to consumer behavior in Rumah Syar'i Pekanbaru. The purpose of this study is to know how the influence of marketing mix to consumer behavior in Rumah Syar'i Pekanbaru. The theoretical framework used in the opinion of Ramadan Lupiyoadi, factors influencing consumer behavior for shopping are product factors, price, place, promotion, person, physical evidence, process and decision making. The type of method used in this research is the method of causality. Source of data used in this research is primary data and secondary data. The population in this study is all consumers in Rumah Syar'i Pekanbaru in the year 2016 sebanjak 2006 people. The sampling technique in this research is using random sampling amounted to 95 people. While the data collection techniques required in this study are questionnaires and documentation. Data analysis technique used in this research is quantitative method. In analyzing the quantitative data used simple linear analysis where the process of calculation using SPSS 17.0. The results of this study indicate that there is a significant influence between the marketing mix on consumer behavior at Rumah Syar'i Pekanbaru. This is known from the value of t arithmetic (11.325) greater than t table (1.661) is partially known that the variable X (marketing mix) affect variable Y (consumer behavior).

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