The MARKETING MIX EFFECTIVENESS ON INDOMARET'S CONSUMER PURCHASE DECISION

Marketing Mix

Authors

  • Arum Wahyuni Purbohastuti UNTIRTA

DOI:

https://doi.org/10.30656/sm.v7i1.2707

Abstract

 

At present, many retail businesses are closing their businesses because many competitors are developing new technologies. So that researchers are interested  in examining the marketing mix conducted by Indomaret in impoving purchasing decisions. The purpose of this study is to examine the marketing mix (product, price, place and promotion) on purchasing decisions. Samples taken in this  study amounted to 30 people with pusposive sampling technique. This study uses multiple regression. The result of this study, the product and place have a positive effect on purchasing decisions. While prices and promotions do not have a positive effect on purchasing decisions.

Keywords : Prduct, Price, Place, Promotion, and purchasing decisions.

 

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Published

2021-06-28

Issue

Vol. 7 No. 1 (2021): Sains Manajemen: Jurnal Manajemen Unsera

Section

Articles

License

Author(s) retain the copyright of articles published in this journal, with first publication rights granted to Sains Manajemen: Jurnal Manajemen Unsera and This Work by Sains Manajemen: Jurnal Manajemen Unsera is licensed under a Creative Commons Attribution 4.0 International License.  This license permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited