PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK PEPSODENT PADA HYPERMART CIPUTRA WORLD SURABAYA

Abstract

Competition in the current era of globalization is getting higher, where companies always try to provide the best products to attract the consumers’ attention and try to improve costumer buying decisions. While, the importance of buying decision is the center of attention of every company to compete, such as in the field of toothpaste. At this point, the company is required regularly to make improvements to meet the consumers’ desires and needs as well as to speed up the occurrence of buying decisions. This research aimed to examine and analyze the importance of the effect of product, price, promotion, and place on buying decision of Pepsodent products at Hypermart, Ciputra World Surabaya. Moreover, the population was 100 consumers who buy and use Pepsodent products at Hypermart, Ciputra World Surabaya. Furthemore, the data collection technique used purposive sampling with questionnaires as the instrument. In addition, the data analysis technique used multiple regression analysis with SPSS. The research results concluded promotions, prices, promotions, and places had positive and significant effect on buying decision. This result indicated the result of correlation coefficient of 53.1% showed the relationship among product, price, promotion, and place on buying decision of Pepsodent products at Hypermart, Ciputra World Surabaya was very close.
Keywords: product, price, promotion, place, buying decision.