PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN GARMENT CV.DJAHITANKOE DI SURABAYA

Abstract

This research aimed to examine the effect of marketing mix on buying decision. While, the marketing mix have four variables, namely price, product, promotion, and distribution. Thos four variables would be examined to seek whether they affected buying decision of garment. Moreover, the research was quantitive. Furthermore, the population of this research was Surabaya society which had ever become the customers of CV.Djahitankoe. Meanwhile, the data collection technique used incidental sampling. In which the sample was taken accidentally as the researcher met. In line with, by using Slovin formula, there were 100 customers taken as sample. Additionally, the instrument in data collection technique was questionnaires. The questionnaires were in form of questions from all four dependent variables. In addition, the data analysis technique used multiple linear regression with SPSS 23. According to the research result, i.e. promotion, which had insignificant effect on buying decision. On the other hand, the three variables such as price, product, and distribution had significant effect on buying decision of CV.Djahitankoe.
Keyword: price, product, promotion, distribution, buying decision