Date: 06-12-2019 Digital Publication Services : OSREL | JABM | JAM | ABMR | ABMCS

PENGARUH MARKETIN MIX TERHADAP PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN DI PT. UNITED MOTORS CENTRE

Detail
Author Bimo Satrio Tengger
Category Manajemen Pemasaran

Abstract

Today's lifestyle society is various, therefore the company sees this as an opportunity because of the diversity of lifestyles within the community, followed by an increase in the demand for goods is needed. Currently the transportation has become a necessity in society because the transportation can move people from one to another place easily and fast. Todays consumers are more critical in choosing a product, the consumer is influenced by information about the product, price, distribution and promotion, which is known as the marketing mix as well as consider other factors. This research aims to determine how the influence of marketing mix consists of product, price, place, promotion of consumer decision-making in the purchase of Suzuki Ertiga in PT United Motors Centre Malang simultaneously or partially. In this research, the participant are 90 people who have bought Suzuki Ertiga PT United Motors Centre Malang in 2014. This research is a quantitative research and using multiple linear analysis techniques. Results from this research indicate that the marketing mix affects simultaneously to the customer purchase decision at PT. United Motors Centre. Partially independent variables product, price and place has an influence on the customer purchase decision. While the promotion of independent variables do not have a significant effect partially to the customer purchase decision. Product as independent variables turning into variables that have a relationship and the most dominant influence. As a suggestion the company should improve product quality to attract more consumer interest in making a purchase decision.