THE EFFECT OF MARKETING MIX ON DAIHATSU CAR PURCHASE DECISIONS IN PT. ASTRA INTERNATIONAL KARAWANG
DOI:
https://doi.org/10.61841/r8wrjg20Keywords:
marketing mix and purchasing decisions.Abstract
Marketing is an important factor in the development of the company. Good marketing is done throngh product, price, place, and promotion. Lack of knowledge of consumer taste are changing or dynamic, and ineffective marketing strategies implemented will affect less well on achievement target market. Purpose of this study was to determine the effect of product, price, price, place,and promotion in the PT. Astra International Karawang. Type of associative research study used the method to search for a correlation causal relationship (causal relationship). Consumers with a population 531 samples of 84 respondents. Methods of analysis used multiple linear analysis. Results of research conducted simultaneous product, price, place, promotion significantly influence purchasing decisions on the PT. Astra Karawang. Partially or significantly influence produc, price, place, and promotion purchasing decisions. Powerful variable is the product, price, and place, and for the weak variable is a variable promotion.
Downloads
References
[1] Assauri, Sofjan, 2011. Marketing Management.11th print. The publisher of PT RajaGrafindo Persada. Jakarta. Khasanah Ukhwatul, Anantanyu, & Sutarto 2009.
[2] Effect of the Implementation of Marketing Mix on Consumer Decision in the Purchase of Rejecting Herbal Medicine in Surakarta. Study program articles Agribusiness Faculty of Agriculture, Sebelas Maret University.
[3] Kotler Philip & Keller K. Lane, 2009. Marketing Management. Fourth Printing. MacananJayaPublisher Brilliant.
[4] Machfoedz, 2005. Introduction to Modern Marketing. First printing. Publisher Publisher & Printing Unit YKPN Corporate Management Academy, Yogyakarta.Priyatno, Duwi, 2011. SPSS Pocket Book.First printing.MediaKom Publisher.
[5] Yogyakarta.Santosa P. Budi & Ashari, 2005. Statistical Analysis with Microsoft Exccel & SPSS. ANDI Publisher.Yogyakarta.
[6] Saudi, M.H.M., Sinaga, O. & Rospinoedji, D., The role of tax education in supply chain management: A case of Indonesian supply chain companies, Polish Journal of Management Studies 18(2):304-319, December 2018.
[7] Sugiyono, 2010. Business Research Methods.15th Printing. Alfabeta Publisher. Bandung.
[8] Tan, Erwin Rediono, 2011. Price, Promotion, & Service Factors Against Consumer Decisions For Shopping at Alfamart Surabaya. ISSN 1978-4724 journal Entrepreneurship vol. 5 (2), December 2011.
[9] Tjiptono, Fandy, 2008. Marketing Strategy. Third Edition. ANDI Publisher. Yogyakarta. Zikmun, Babin, 2011. Marketing Research. Tenth Edition. Salemba Empat Publisher. Jakarta
Downloads
Published
Issue
Section
License
Copyright (c) 2020 AUTHOR
This work is licensed under a Creative Commons Attribution 4.0 International License.
You are free to:
- Share — copy and redistribute the material in any medium or format for any purpose, even commercially.
- Adapt — remix, transform, and build upon the material for any purpose, even commercially.
- The licensor cannot revoke these freedoms as long as you follow the license terms.
Under the following terms:
- Attribution — You must give appropriate credit , provide a link to the license, and indicate if changes were made . You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions — You may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.
Notices:
You do not have to comply with the license for elements of the material in the public domain or where your use is permitted by an applicable exception or limitation .
No warranties are given. The license may not give you all of the permissions necessary for your intended use. For example, other rights such as publicity, privacy, or moral rights may limit how you use the material.
