As the competition in footwear industry in Indonesia is arising, the need to
create competitive advantage for a company to attract consumers is also
increasing. This struggle is also faced by one of the old player of footwear
industry in Indonesia, which is Rotelli. Marketing mix, which consists of product,
price, place, and promotion, is one of the marketing tools that can be used to
establish a competitive advantage by optimizing each element of it. Therefore, this
research aims to analyze the impact of marketing mix elements both
simultaneously and individually toward consumer purchasing decision.
This research used multiple linear regression to test the relationship
between these variables. In total 100 data are collected using simple random
sampling method by distributing questionnaires both online and hardcopy to
Rotelli's customers in Surabaya with age ranges between 20 until 50 years old
who have bought and used Rotelli's product at least once. The result of this study
shows that marketing mix both simultaneously and individually could influence
consumers purchasing decision. Moreover, in the case of Rotelli, place variable is
known as the most significant variable in influencing consumer purchasing
decision

Creator(s)

• (34412071) FENNY VABIOLA PRASETYA

Contributor(s)

• Lianto, S.E., MFM. → Advisor 1
• Tessa Vanina Soetanto → Examination Committee 1

Publisher

Universitas Kristen Petra; 2016

Language

English

Category

s1 – Undergraduate Thesis

Sub Category

Skripsi/Undergraduate Thesis

Source

Undergraduate Thesis No. 340102411/MAN/2016; Fenny Vabiola Prasetya (34412071)

Subject(s)

• CONSUMERS-PREFERENCES
• CONSUMER-RESEARCH

File(s)

• jiunkpe-is-s1-2016-34412071-35951-marketing_mix-cover.pdf
• jiunkpe-is-s1-2016-34412071-35951-marketing_mix-abstract_toc.pdf