PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PT SANCU KREATIF INDONESIA DI SIDOARJO

Abstract

The differences of the needs and wants in each consumer provides an opportunity for every business person to offer new innovations from time to time. In this case, PT SANCU Kreatif Indonesia needs to improve its creativity in marketing its products to attract the potential customers in order to maintain the company's survival. This research aims to determine the influence of marketing mix consisting of products, prices, distribution channels, and promotion of purchasing decisions. The data research was taken based on questionnaires that filled by respondents of 100 people as consumers of Sancu sandals in Sidoarjo. The result of test shows that the variables of product, price, distribution channel, and promotion have an influence to the purchasing decision of Sancu sandals at PT SANCU Kreatif Indonesia in Sidoarjo. This condition indicates that the models that have been used in this research are feasible to be used for further analysis. This result is supported by the acquisition of coefficient correlation 81,8%, which shows that the correlation among these variable to the purchasing decision is firm. The result of test shows that partially the variable i.e. product, price, distribution channel, and promotion have positive and significant influence to the purchasing decision.
Keywords: product, price, distribution channel, promotion, and purchase decision.