Ramadhan, Febrianto and Secapramana, L. Verina Halim (2020) Analysis The Effect of Marketing Mix on Consumer Decisions in Buying Paint Products. In: The 2nd International Conference on Business and Banking Innovations (ICOBBI) 2020, 14 - 15 Agustus 2020, STIE Perbanas Surabaya.
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24. Analysis the Effect of Marketing Mix on Consumer Decisions in Buying Paint Products.pdf Download (1MB) | Preview |
Abstract
Marketing mix is very important to be applied in various companies, especially paint companies selected in this study. The paint company applies the marketing mix (4P), which is product, price, promotion, and place in order to increase the number of consumers and make the turnover of the business being run increasingly increased. This study discusses and analyzes the effect of the marketing mix on consumer decisions in buying paint products. In this study using basic research types, causal, and quantitative by using five variables, namely product, price, promotion, place, and purchasing decisions. The data source used in this study is primary data by collecting data through interviews and distributing questionnaires to respondents online. The sample used in this study were 215 respondents. The data obtained was carried out by SEM (Structural Equation Modeling) method and supported by statistics using SPSS software (Social Statistics for Package) version 17 and AMOS version 23. The results of this study refer to products, prices, and places of significant purchase decision, whereas for promotion is not carried out on the purchase decision. This study aims to explain the implications of consumer purchasing decisions for paint products.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | ICOBBI (International Conference of Business and Banking Innovations) |
| Depositing User: | Perpustakaan Universitas Hayam Wuruk Perbanas |
| Date Deposited: | 10 Oct 2020 19:28 |
| Last Modified: | 20 Oct 2020 06:59 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5863 |
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