PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA LEVI STRRAUS AND CO

Abstract

The business world is now growing very rapidly, this is certainly marked by the increasing level of competition in the business world, including the garment business. Levi Strauss and Co Grand City Surabaya has a strategic location, good quality products and good promotional activities. The purpose of this study was to determine the effect of the marketing mix on purchasing decisions at Levi Strauss and Co Grand City Surabaya.Marketing is the whole system of business activities shown to plan, determine prices, promote and distribute goods and services that can satisfy consumers. The population used in this study was 97 respondents. To get scientific truth in this case there is a need for research methods, while the sampling technique uses Purposive Sampling methods. Data collection techniques used are subject data obtained from primary data.The results of this study indicate that the product, price, location, promotion, and process affect the purchasing decision with a significance level of ≤ ≤ 5%. The outlet is expected to further improve product quality, promotion quality, environmental comfort, service processes and pay attention to price lists so that consumers become interested in deciding on purchases at Levi Strauss and Co Grand City Surabaya.
Keywords: product, price, location, promotion, process, purchase decision