PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY DI SURABAYA

Abstract

The rapid development in business world has made the competition level becomes more competitive,
particularly in the shower soap companies. Currently, there are a lot of new products coming up and it
has made the customers become more selective in choosing the product to purchase. Lifebuoy is a bath
soap brand produced by PT. Unilever. This research is meant to find out the influence of purchasing
decision. The samples are all customers who have ever purchased the Lifebuoy bath soap at Onik store
and D’vita store. The sample collection technique has been done by using nonprobability sampling
with the amount of samples are 98 people. The data analysis technique has been done by using
multiple linear regressions. Based on the result of model feasibility test, it shows that the independent
variables have significant influence to the purchasing decision. The partial result of t test shows that
the variables i.e.: product, price, place and promotion have positive and significant influence to the
purchasing decision. It can be concluded from the result of test that the variable which has dominant
nfluence is promotion, so that the Lifebuoy bath soap company increase its promotion through visual
media, giving gifts or by face to face.

Keywords: Product, Price, Place, Promotion, Purchasing Decision.