Analysis of the Effect of Marketing Mix on Purchasing Decisions on the Trans Park Cibubur Apartment


Authors : Itok Noviyanto, Har Adi Basri

Volume/Issue : Volume 4 - 2019, Issue 9 - September

Google Scholar : https://goo.gl/DF9R4u

Scribd : https://bit.ly/2mt7UXG

This study aims to test and analyze the effect of the marketing mix on consumer purchasing decisions of Trans Park Cibubur apartments, which are tested through 4 (places) variables as follows: Products, Prices, Places and Promotions. The data used is the result of distributing questionnaires directly conducted in March 2019 to consumers of the Trans Park Cibubur apartment. The sampling method used is purposive sampling where there are several specific criteria set by the researcher. The sample is 286 people who meet the research criteria. The data analysis technique uses path analysis with the help of SPSS 24.0 software. The results of the study indicate that there are positive and significant influences on Products, Prices, Places and Promotions on purchasing decisions. The conclusion in this study is that the marketing mix strategy consisting of products, prices, locations and promotions has a significant influence on the decision to purchase an apartment in Trans Park Cibubur. Thus it can be concluded that all the independent variables in this study jointly (simultaneously) affect the decision to purchase Trans Park Cibubur Apartments.

Keywords : Product, Price, Place, Promotion, and Purchase Decision.

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Paper Submission Last Date
30 - September - 2021

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