PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN MOBIL NISSAN GRAND LIVINA

Abstract

This research is meant to find out the influence of product, price, distribution channel and promotion to the purchasing decision of Grand Livina automobile at PT United Indo Surabaya. The purchasing decision of Gran Livina automobilecan influencethe market mix components i.e. product, price, distribution channel, and promotion. The technique has been done by using non probability sampling. The research data has been obtainedby issuingquestionnaires which are filled in by 98 respondents. Meanwhile, the analysis technique has been done by using multiple linear regressions analysis. It has been found from the result of t test that the significance level of product, price, distribution and promotion variables, so partially the independent variables have significant influence to the dependent variable which is the purchasing decision. The result of partial determination coefficient shows that the product variable has dominant influence to the purchasing decision, because its partial determination coefficient is the largest.
Keywords: Product, Price, Distribution, Promotion, and Purchasing Decision