The Effect of Marketing Mix on Buying Decisions with Purchase Intention as an Intervening Variable (A case study at the Djaya Market Mampang Prapatan Traditional Market. South Jakarta, during the Covid 19 Pandemic)

Authors : Rio Hermawan; Djumarno

Volume/Issue : Volume 6 - 2021, Issue 9 - September

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This study aims to examine and analyze the effect of the product, price, location, promotion as the independent variable and buying decision as to the dependent variable, and buying interest as the intervening variable. It is hoped that the results of this study can show that the product, price, location, and promotion carried out by both traders and managers (PD Pasar Mampang) affect buying interest and buying decisions in traditional markets at PD Pasar Mampang. The research suggestion is the management of the PD Pasar Mampang traditional market to revitalize the PD Pasar Mampang Traditional Market building which has been established for more than 20 years. By building an integrated Settlement with Mampang Market, so that consumers are interested in shopping at PD Mampang Prapatan.

Keywords : Marketing Mix, Buying Interest, Buying Decision, Traditional Market, PD Pasar Jaya.


Paper Submission Last Date
31 - December - 2023

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In 1-2 Days

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