THE ANALYSIS OF THE AFFECTING MARKET SEGMENTATION,MARKETING MIX TO BUYING DECISION USING INTERNET MOBILE DEVICES AS THE INTERVENING VARIABLE AT THE TRADITIONAL BATAK RESTAURANT ESPECIALLY POKKALAN NANOLON IN MEDAN CITI AND PEMATANG SIANTAR TOWN.

Abstract

Abstract Pokkalan Nabolon is a traditionally restaurant of Batak Simalungun that have been set up for 45 years. It started the operation in 1972. The location is in the crowd of a central market as the adventage and favor for the restaurant to have customers almost every day. Restaurant prepares menu chicken and beef in trditional spicy taste. The citizen are proud of the menu that always generating appetite and the group plan to continuously settle them to the younger generation. The objective of this study is to analyze the impact of the independent variables market segmentation,marketing mix,product,price,building,promotion,skilled-labours,equipments,other consumerson the buying decision at Restaurant Pokkalan Nabolon Pematang siantar,and using the internet mobile devices as the intervening variable.The research methodology,which were interview and give directly questionnaires to get primary data from 90 respondents. Data werw analyzed using Multiple Regression Linier, Linier Regression,and approached by path analysis method, the F-test resulted that simultaneously market segmentation,product,price,building,promotion,skilled-labours,equipments, and other customers were capable of affecting the buying decision and was significant.The second F-test resulted that that simultaneously market segmentation,product,price,building,promotion,skilled-labours,and other customers were capable of affecting the use of the internet mobile devices and was significant. The third F-test resulted that simultaneously using the internet mobile devices affected the buying decision and was significant. The fourth path analysis resulted that that simultaneously market segmentation,product,price,building,promotion,skilled-labours,equipments,and other customers were capable of affecting the buying decision using the internet mobile devices and was significant. Partially,market segmentation,product,price,building,promotion,equipments,other customers did not affect the buying decision and was not significant,except skilled-labours partially affected the buying decision and significant.Partially, only people and promotion affected using the internet mobile devices and was significant,market segmentation,product,price,building,equipments,other customers did not affect using the internet mobile devices and was not significant.Partially, product and price, did not affect using the internet mobile devices but was significant,market segmentation,building,promotion,skilled-labours,equipments,other customers affected the buying decision using the internet mobile devices and was significant. Key words : Market segmentation,marketing mix,buying decision,using mobile devices.