ANALISIS FAKTOR BAURAN PEMASARAN YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN BUNGA POTONG DI KOTA SEMARANG

Abstract

Abstract : This study aims to determine the type of interest most often purchased, marketing mix factors that influence the decision of the purchase of cut flowers and the most dominant variable in each factor that influences the decision of the purchase of cut flowers. The basic method used in this research is descriptive. Location that used as research place that is Cut Flower Market Kalisari Street Dr. Sutomo Semarang City. The number of samples determined is as many as 100 respondents. Data analysis used in this research is by factor analysis. The results show that from 16 variables analyzed can be simplified into 12 variables and covered in 5 core factors. While the most dominant variables are considered by consumers from the five core factors that are formed by the factor loading value, namely variable of interest type 0,872 (product factor), discount variable 0,806 (promotion factor), comfort 0,774 (place factor), affordability 0,788 (price factor) and ease of access variable 0,780 (product ease factor).