PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI PT. HARTONO ELEKTRONIKA SURABAYA

Abstract

In the globalization era, the business competition becomes more intense. In an attempt to
deal with the competition, companies are required to have a sustainable competitive advantage.
The purpose of this research is to find out the influence of marketing mix which includes product,
price, place, promotion to the customer’s purchasing decision on PT. Hartono Elektronika Bukit
Darmo Boulevard Branch Surabaya. The population is the customer who has ever done
purchasing transaction on PT. Hartono Elektronika Bukit Darmo Boulevard Branch Surabaya.
The sample collection technique has been done by using purposive sampling which is the sampling
technique by using particular consideration. Meanwhile, 99 respondents have been selected as
samples.The multiple linear regressions analysis has been carried out as analysis technique in
order to examine the influence of product, price, place, and promotion factors to the customer’s
purchasing decision have influences both partial and simultaneous. The result of the analysis
shows that all variables have significant influences to the customer’s purchasing decision. It
shows that all hypotheses in this research have been proven. Place is the dominant factor which
influences the customer’s purchasing decision. Moreover, PT. Hartono Elektronika Bukit Darmo
Boulevard Branch Surabaya, should pay more attention to the shopping areas i.e. adequate and
comfortable shopping facilities which exceed the expectation of the customer.

Keywords:Product, Price, Place, Promotion, and Customers’ Purchasing Decision.