Marketing Mix in improving Purchasing Decisions

Abstract

This study aims to determine whether product influences the purchasing decision on UD Lie Lie Kue, knowing whether the price influences the purchasing decision on UD Lie Lie Kue, knowing whether the location influences the purchasing decision on UD Lie Lie Kue, knowing whether the promotion influences the purchasing decision on UD Lie Lie Kue and knowing whether product, price, location and promotion are equally influential towards the purchase decision on UD Lie Lie Kue. The research methodology that used is descriptive quantitative method. The type of data used in this study is quantitative data, namely data obtained in the form of number or numbers. Data source are primary and secondary data. The result of analysis show that product, location and promotion has a significant and positive influence on UD Lie Lie Kue purchasing desicions, the analysis show that prices has a significant and negative influence on UD Lie Lie kue purchasing desicions based on the result of the partial hypothesis test. The result showed that product, price, location and promotion had a significant effect on the UD Lie Lie Kue purchasing decisions and the remaining is influenced by other variables which was not examined, such as service quality, equity brand and store atmosphere.