FAKTOR-FAKTOR BAURAN PEMASARAN YANG MEMENGARUHI KEPUTUSAN PEMBELIAN TANAMAN HIAS DAUN PADA LINSY NURSERY

Sarmudin, Suryadinatha Dwi Afrilian (2024) FAKTOR-FAKTOR BAURAN PEMASARAN YANG MEMENGARUHI KEPUTUSAN PEMBELIAN TANAMAN HIAS DAUN PADA LINSY NURSERY. Sarjana (S1) thesis, Universitas Islam "45" Bekasi.

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Abstract

Floriculture is a type of commodity from horticulture such as cut flower ornamental plants, potted plants and garden ornamental plants. Linsy Nursery is one of the ornamental plant businesses in Bekasi City that focuses on the ornamental plant business. This study aims to (1) determine and analyze the effect of the marketing mix partially on purchasing decisions for leaf ornamental plants at Linsy Nursery and (2) determine and analyze the effect of the marketing mix simultaneously on purchasing decisions for leaf ornamental plants at Linsy Nursery. The method used in this research is a survey method and then analyzed using descriptive quantitative analysis with multiple regression analysis tools. The sampling technique used in this study was using non probability sampling technique with convenience sampling method as many as 60 respondents. The results of this study that the product has a significant effect on the decision to purchase leaf ornamental plants, the price variable has a significant effect on the decision to purchase leaf ornamental plants the place has no significant effect on the decision to purchase leaf ornamental plants.

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