PENGARUH BAURAN PEMASARAN, CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN APP KTM RODA TIGA

Abstract

This research is meant to find out the influence of product, price, promotion, distribution channel, brand image to the purchasing decision at APP KTM RODA TIGA Sidoarjo. The population is all customers of APP KTM RODA TIGA Sidoarjo. The sample collection technique has been done by performing accidental sampling based on the customers who accidentally have ever purchases a product at APP KTM RODA TIGA Sidoarjo. The samples are 100 respondents. The data analysis technique has been conducted by using multiple linear regressions method. The result of the test shows that the variable of product has positive and significant influence to the purchasing decision, the variable of promotion has positive and significant influence to the purchasing decision, the variable of place has positive and significant influence to the purchasing decision, the variable of brand image has positive and significant influence to the purchasing decision. Based on the result of partial coefficient determination value, promotion has dominant influence to the purchasing decision. It means that when the promotion has an impact to increase the purchasing decision at APP KTM RODA TIGA Sidoarjo.
Keywords: marketing mix, brand image and purchase decision.