EFFECT OF MARKETING MIX 4P ON CAR PURCHASE DECISION (Case Study on Suzuki Ertiga car customers)
Ahmed Almukhtar(1*), Ratih Hurriyati(2), Heny Hendrayati(3)

1*) Universitas Pendidikan Indonesia
2) Universitas Pendidikan Indonesia
3) Universitas Pendidikan Indonesia

Abstract

The main problem in this study is whether the marketing mix has a positive and significant effect on purchasing decisions, The research method used is quantitative analysis which aims to determine the simultaneous significant influence between the Marketing Mix which consists of Product, Price, Distribution and Promotion variables on Purchase Decisions at PT. Nustantara Jaya Sentosa. This variable is a multiple variable, namely (1) Product, (2) Price, (3) Distribution, (4) Promotion and (5) Purchase Decision. Data was collected by distributing questionnaires to consumers, and this data was analyzed quantitatively mainly SPSS 28. A total of 12 customers who have purchased the cars, were contacted for data collection. The study is based on primary and secondary data.

Keywords: Marketing Mix (Product, Price, Distribution and Promotion), Purchase Decision

Topic: Marketing Management