Analisis Pengaruh Gender Terhadap Penilaian Etika Dalam Pengambilan Keputusan Bauran Pemasaran

Arianto, Arianto (2010) Analisis Pengaruh Gender Terhadap Penilaian Etika Dalam Pengambilan Keputusan Bauran Pemasaran. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

This interest in the topic derives in part from increasing societal concerns about declining ethical standards among business executives. The purposes of this research is to identify the impact of gender differences on ethical judgment of marketing professionals focus on decisions in the context of marketing mix elements (purchasing, product, promotion, pricing). Population of this research is the marketing professionals who have ever handle the set up of computer programs, server or other relevant computer services. Therefore, the sample of this research is the marketing professionals who are working in Batam. The method of choosing a sample is on purposive sampling with the reference of non probability sampling. The method of data collection is based on survey method, that is by delivering a questionnaire. The result of this research indicates that male and female do not differ significantly in their ethical judgment in the decisions making with context of purchasing, product, promotion and pricing. Key words: Male, Female, Ethical judgments, Marketing mix decision making

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