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The impact of marketing mix and social influence to the customers' purchase intention of Samsung Smartphone in Surabaya

There is no doubt that the competition in smartphone industry has
becoming tighter since the existence of globalization. There many new
smartphone brands are starting to take the portion of the old player's like
Samsung. Therefore. this research aims to understand the impact of marketing mix
and social influence to customers' purchase intention of Samsung smartphone in
Surabaya, which is expected to be beneficial for the company. There are 95 valid
respondents used in this research by using simple random sampling. The findings
shows that the marketing mix and social influence are simultaneously influencing
purchase intention, only product and social influence that significantly influencing
customers' purchase intention individually, and product is the most significant
independent variable that influencing purchase intention.

Creator(s)
  • (34413028) AURELLIA FELICIANA WANAMULIA
Contributor(s)
  • Ricky Wang → Advisor 1
  • Tessa Vanina Soetanto → Examination Committee 1
Publisher
Universitas Kristen Petra; 2017
Language
English
Category
s1 – Undergraduate Thesis
Sub Category
Skripsi/Undergraduate Thesis
Source
Undergraduate Thesis No. 34010283/MAN/2017; Aurellia Feliciana Wanamulia (34413028)
Subject(s)
  • CONSUMER BEHAVIOR
  • MARKETING
File(s)

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