ANALYSIS OF MARKETING MIX 7PS TOWARD THE SAMSUNG SMARTPHONE CONSUMER BUYING DECISION AMONG STUDENTS AT PRESIDENT UNIVERSITY

Abstract

This thesis is study, learns, and research about factor that influence the Samsung smartphone consumer buying decision among student at President University by looking at several factors that can influence them such as product, price, place, promotion, people, process and physical evidence (Marketing Mix of 7Ps).The objective of the study is to analyze the influence or effect of the Marketing mix 7ps; product, price, place, promotion, people, process and physical evidence toward the Samsung smartphone consumer buying decision among students at President University and to know which factors of Marketing of mix 7ps that gives and contributes more to the Samsung smartphone consumer buying decision among students at President University. The author use Quantitative analysis in implementation on the research, where in this research the author make, design and spread questionnaire to President University student who stay at dormitory or in President University campus. The questionnaire is makes and designs based on the theoretical framework of marketing mix of 7ps and consumer buying decision theory. In this research the author used multiple regression tools and SPSS Version 16. It was observed and studied that, in this research the author found that among the factors that consist in marketing mix of 7ps; product, price, place promotion, people, process and physical evidence, there were only four factors which contributing and significance influenced the Samsung smartphone consumer buying decision among students at President University. Those four factors are product, price, process and physical evidence.