THE INFLUENCE OF MARKETING MIX FACTORS TO WINE DISTRIBUTION CHANNELS IN BEIJING, CHINA
Keywords:
Service Marketing Mix, Decision to Buy, Wine Distribution ChannelsAbstract
In this study research the influence of marketing mix factors to wine distribution channels in Beijing, China. The population in Beijing, China with a total of 385 samples. Use questionnaires as a tool to collect data. The data were analyzed by frequency, percentage, mean and standard deviation. A hypothesis was tested with the Enter method of multiple regression analysis using purposive sampling and descriptive statistical analysis consisting of frequency, percentage, mean, and standard deviation. The level of statistical significance was set at the 0.05 level.
The results found that the marketing mix analysis concludes that respondents have a high level of overall opinion. Based on the average, respondents had the most opinions on place, followed by product and least price and the decision to buy wine in distribution channels in China concluded that respondents market mix factors such as Product, Place, Promotion, and Physical Evidence affect the overall wine purchasing decision. Statistically significant at .001, which has a forecast power of 47.7%. This study provides useful information for future instructional research on marketing mix factors to wine distribution channels.
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