Kuesioner ini disusun pada tahun 2007, dan telah sedikit dimodifikasi, yaitu sebagai instrumen penelitian yang berjudul:
ANALISIS FAKTOR-FAKTOR DALAM BAURAN PEMASARAN YANG BERPENGARUH TERHADAP KEPUTUSAN PEMBELIAN SEPEDA POLYGON DI SURABAYA
Berikut adalah abstraksi dari penelitian tersebut:
The Analysis of Factors in Marketing Mix which Influence towards Purchase Decision on Bycycle Polygon in Surabaya
In making purchase decision, there are many stimuli that influence consumers, such as marketing mix, environment, and individual characteristics. Marketing mix is the controllable variable, whereas, the others are can not be control by firm. Yet, firm must arrange its marketing mix agree with the others. Hence, this study is aimed to know the factors in marketing mix which influence towards purchase decision on bycycle Polygon in Surabaya, as Polygon has been attempting to arrange its marketing strategy as well as possible to meet the other factors influence the purchase decision. This study uses the exploratory factor analysis and is advanced by multiple linier regression. The sample used is 132 respondents who have purchase and untill now still use the Polygon bike. All The respondents selected in this study are also the member of Polygon Club in Surabaya.
The result of research that conveys that the analysis of factors in marketing mix can explain that the formed factors in marketing mix consists of five factors, they are product characteristics and attributes (factor I), promotion (factor 2), place (factor 3), product variation (factor 4), and price (factor 5). Then, by using the multiple linier regression can be revealed that the factors in marketing mix which significantly influence towards purcase decision making are product characteristics and attributes (factor I), promotion (factor 2), and place (factor 3). Whereas, the two other factors they are product variation (factor 4) and price (factor 5) do not significantly influence towards purcase decision making.
Key word:marketing mix, purcase decision, exploratory factor analysis, multiple linier regression