BAURAN PEMASARAN DAN WOM TERHADAP KEPUTUSAN PEMBELIAN CV. RAGAM JAYA MEDICA

Abstract

This research is meant to find out the influence of mix market which partially consists of product, price, promotion, place, service, word of mouth to the customer purchasing decision at CV. Ragam Jaya Medica.Meanwhile, the analysis technique has been conducted by using multiple linear regressions analysis in order to shows the amount of influence of mix market which partially consists of product, price, promotion, place, service, word of mouth to the customer purchasing decision at CV. Ragam Jaya Medica.The result of partial test shows that from 6 variables which have been used as research models i.e. product, price, promotion, place, service, word of mouth to the customer purchasing decision at CV. Ragam Jaya Medica. This result shows that product has positive and significant influence to the purchasing decision; price has positive and significant influence to the purchasing decision; promotion has positive and significant influence to the purchasing decision; place has positive and significant influence to the purchasing decision; service has positive and significant influence to the purchasing decision; word of mouth has positive and significant influence to the purchasing decision. Based on the result indicates that price has dominant influence to the purchasing decision.
Keywords: The influence of mix market, word of mouth, price, and purchasing decision