ABSTRACT

Rusdiana, factors Influencing Consumer Decision In subscribing To Newspaper of Samarinda Pos in Samarinda, Faculty Of Economics of University of Mulawarman Samarinda (supervised by Mr Dr.Sukisno S Riadi,SE,MM. and Mr Purwadi.SE,Msi )
Result of research show the equaltion of regresion Y = 2,689 + 0,347X + 0,199X + -0,228X + 2,450X what its meaning all changes in X , X , X , X will give the influence to Y. With the value R equal to 0,312, what its meaning there arehand in glove relation between variabel of marketing hotchpotch with the decision of consumer and Requal to 0,097 or 9,7%, what its meaning 9,7% variabel of marketing hotchpotch influence the consumer decision , while the rest 90,3% consumer decision influenced by other ; dissimilar factor which not there are inmarketing hotchpotch.
While to know result of examination as a whole by together to variable Y (consumer decision), hence used test F with the belief storey level 90%. Obtainedresult that F> F(2,425 > 2,0084), because value Fbigger than inferential F hence Hrefused and H accepted meaning variable of marketing hotchpotch by together have the influence signifikan to consumer decision.
To tesh the coefficient b , b , b , b to Y used a test t. Its result show thatvariableb X1 have the influence which signifikan to decision subscribe to than variable X2, X , X . This matter proven after conducted test t known t at the product variable have the dominant influence to use decision with the value t > t (2,542 > 1,2906) supported value signifikan 0,054 < 0,10. Inferential hence that hypothesis raised a acceptable writer equally Ho refused Ha accepted.