THE EFFECT OF MARKETING MIX ON DAIHATSU CAR PURCHASE DECISIONS IN PT. ASTRA INTERNATIONAL KARAWANG
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Date
2020
Journal Title
Journal ISSN
Volume Title
Publisher
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 1
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.
Description
Keywords
marketing mix and purchasing decisions.