Research Paper
Year: 2020 | Month: June | Volume: 7 | Issue: 6 | Pages: 192-201
Analysis of Discriminant Model on Marketing Mix Against the Decision of Buying Traditional Weaving Handicraft Products of Karo District
Nurafrina Siregar
Lecturer at Social Science Faculty, Universitas Pembangunan Panca Budi, Medan, Indonesia, 20122
ABSTRACT
This research aims to know the function of discrimination and to know the level of precision marketing classification mix against the decision of purchasing products traditional weaving fabric Karo district. The interest rate of local and international buyers is very low due to the expensive price and the effort of obtaining raw materials such as yarn research method used in this study is a descriptive explorative. According to Usman (Usman, 2009) that any research is definitely descriptive (clarifying), then this research includes a descriptive research-exploratory. This research was conducted to test the hypothesis proposed using the research methods that have been designed in accordance with the variables examined in order to obtain accurate results. This research-based discriminant analysis. Result of discriminant function accuracy of marketing mix to purchase decision of traditional weaving fabric of Karo district.
Keywords: Marketing Mix, Purchase Decision
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