Analisis Pengaruh Marketing Mix terhadap Niat Beli Sepatu Adidas (Studi pada Mahasiswa Universitas Sebelas Maret Surakarta)

Oleh :
Triyoga A.P. - F0208124 - Fak. Ekonomi dan Bisnis

ABSTRACT The purpose of this research is to examine the influence of Adidas’ marketing mix variables toward the purchase intention. This research is using confirmatory approach. This research is called survey research because the data gathering is based on questioner which is given to respondent. The Population of this research is the students of Sebelas Maret University which intended to buy Adidas shoes product. This research’s sample has taken 100 respondents. The sample is taken by nonprobability sampling with purposive sampling method. The annalistic method which is used in this research is multiple regression analysis with SPSS 11.5 program. The result of data analizing shows that all variable in marketing mix which includes product, price, place and promotion have significant effect on purchase intention. Based on those result, Adidas has to improve their marketing mix strategy so that they can be the market leader of shoes product. Key word: Marketing Mix, Purchase Intention, Adidas