PENGARUH PRODUK, TEMPAT, PROMOSI, HARGA DAN ORANG TERHADAP KEPUTUSAN PEMBELIAN MOBIL MITSUBISHI

Abstract

This research aimed to find out the effect of product, place, promotion, price and people on consumers’ buying decision of PT Srikandi Diamond Motors. While, dealer is kind of firm or personal which functions as distributor from producer to customers. Meanwhile, in market monopoly, company needed to take advantages in their marketing strategies. The population was 100 respondents of consumers who buy the products of PT Srikandi Diamond Motors. Moreover, in order to get scientific truth, implementing research was really recommended. Furthermore, the data collection technique used purposive sampling, in which the sample was based on criteria given. Additionally, the data were primary. The research result concluded product, place, promotion, price and people affected buying decision with significance level of ≤ 5%. Therefore, the management was expected to increase the product quality, promotion quality, environment comfort, and its service process. As the result, the customers would interest to have buying decision of PT Srikandi Diamond Motors.
Keywords : product, place,, promotion , price,, people, buying decision