PENGARUH PRODUK, HARGA, SALURAN DISTRIBUSI DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MOBIL AVANZA

Abstract

The tight competition in the globalization era has madeeach company should beable to createa sustainable competitive advantageso the right strategy in order to deal with unpredictable business environment is required. The purpose of this research is to find out the influence ofmarketing mix to the customer decision in purchasing Toyota Avanza automobile at PT. Astra International AUTO 2000 Sungkono branch Surabaya. The multiple regressions analysis is applied as the analysis technique. 100 customershave been selected as the research samples. The accidental sampling is applied as the sample method. Based on the result of the research, the sequence of influence of marketing mix to the purchasing decision i.e. price, distribution channel, product, and promotion have significant and positive influence to the customer decision in purchasing Toyota Avanza automobileat PT. Astra International AUTO 2000 Sungkono branch Surabaya. The management of PT. Astra International AUTO 2000 Sungkono branch Surabaya should reshaping the price, e.g.:by providing big discount on cash sales with the expectation that it can compete with similar product in other placesand it promotes the dealer it self as well as the provided products and servicesso the customer will know the provided products and services better.
Keywords: Product, Price, Distribution Channel, Promotion, Purchasing Decision