Research Article
Analysis of Marketing Mix Against Purchasing Decisions at Sandang Ayu Department Stores in East Java, Indonesia
@INPROCEEDINGS{10.4108/eai.21-9-2019.2293965, author={Nanang Permadi and As’at Rizal and Muhammad Yani}, title={Analysis of Marketing Mix Against Purchasing Decisions at Sandang Ayu Department Stores in East Java, Indonesia}, proceedings={Proceedings of the 1st Conference on Islamic Finance and Technology, CIFET, 21 September, Sidoarjo, East Java, Indonesia}, publisher={EAI}, proceedings_a={CIFET}, year={2020}, month={5}, keywords={marketing mix purchase decision}, doi={10.4108/eai.21-9-2019.2293965} }- Nanang Permadi
As’at Rizal
Muhammad Yani
Year: 2020
Analysis of Marketing Mix Against Purchasing Decisions at Sandang Ayu Department Stores in East Java, Indonesia
CIFET
EAI
DOI: 10.4108/eai.21-9-2019.2293965
Abstract
Marketing mix (marketing mix) is a collection of tactical marketing tools or controlled tactics that the company combines to produce the desired response in the target market. the 4P concept that has been known (product, price, promotion and place). The four elements of the marketing mix are interconnected and influence each other. This study aims to determine the purchase decision at the clothing department store in the display. The research was conducted with a quantitative method with questionnaire data collection techniques and a sample of 100 people as respondents.Based on the results of the analysis and discussion, it can be concluded that the product variable is 5.917. In a variable price value of 2.112.In the distribution value of 2,363.And promotion 7,218. This indicates that the promotion variable has the most significant effect on purchasing decisions, as seen from the calculation results of the 7,218 t count between the product, price, and distribution variables, the most significant effect on the purchase decision variable is the promotion variable.
