Main Article Content
The results of this study aim to examine and analyze which indicators are dominant from product, price, location, promotion and purchasing decisions on azwa jati Padang perfume and whether the influence of product, price, location and promotion significantly influence purchasing decisions on azwa jati Padang perfume in general. partial and simultaneous. This study uses the classical assumption test which consists of normality test, multiculeority test, heroskadicity test and multiple regression test, t test and F test. The results of the Product Variable Research that have the highest TCR are obtained on performance and reliability indicators, the price variable has the highest TCR on the advertising indicator, the location variable has the highest TCR on the visibility indicator, the promotion variable has the highest TCR on the public relations indicator and the purchasing decision variable has the TCR. The highest was found on the problem recognition indicator, the product had a significant effect on purchasing decisions on azwa jati Padang perfume, price had a significant effect on purchasing decisions on azwa jati Padang perfume, location had no significant effect on purchasing decisions on azwa jati Padang perfume, promotion had a significant effect on purchasing decisions. on azwa jati Padang perfume and product, price, location and promotion have a significant effect on purchasing decisions on azwa jati Padang perfume
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
 Assauri, Sofjan, 2015. Good Customer Service is the Foundation of Customer Achievement
 Alma, Buchari, 2015. Marketing Management and Service Marketing . Bandung: Alphabeta
 Abaharis, Henryanto, and Elsa Meirina (2020). "Implementation of the Service Marketing Mix on Tourists' Decisions to Visit Pasumpahan Island Tourism Objects."
 Adi, Setiadi. 2015. The Influence of Price, Product Design and Brand Image on Purchase Decisions on Lenovo Smartphone Products (Study on Lenovo Smartphone Users at the Faculty of Economics and Social Sciences UIN Sultan Syarif Kasim Riau.
 Ferdinand, Augusty, 2014. Management Research Methods . BP Diponogoro University, Semarang.
 Engel et al. 2010. Consumer Behavior . Sixth Edition, vol 1 . Jakarta: Literature Binarupa
 Ghozali, Imam, 2016. Application of Multivariate Analysis with IBM SPSS Program 23. Eighth Edition, kek VII print . Semarang: Diponogoro University Publishing Agency.
 Maulana, Harman. 2017. Marketing Management . Bandung: CV Alfabeta.
 Kotler, Philip and Gray Armstrong, 2015. Jili Marketing Fundamentals . Jakarta: Publisher Pt. McGraw-Hill Index, New York. Pearson Education, Inc
 Kotler, Philip and Gray Armstrong, 2016. Marketing Management. Volume 8. Jakarta: Erlangga.
 Kotler, Philip and Gray Armstrong, 2018. Principles of Management. Edition 15. Global Edition. Pearson.
 Tjiptono, Fandy. 2015. Marketing Strategy. Issue 4 . Yogyakarta: ANDI.
 Tjiptono, Fandy and Greforius, Chandra. 2016. Service Marketing (Principles, Application, and Research). Yogyakarta: ANDI.
 Heri & Zuliestiana (2017) , "The Effect of Marketing Mix on Tcash Product Purchase Decisions in Bandung City"
 Kurniawati & Mohklas (2018) , "Analysis of the Effect of Marketing Mix on the Decision to Choose PTS Mediated by Brand Image Variables (Study of Senior High School Students in Semarang City)"
 Kusumawardani, Munandar, & Najib (2018) , "The Influence of Ten Brand Equity on Buying Interest and Purchase Decisions of Bata Shoes Based on Consumer Attitudes"
 Marendra (2018) , "The Effect of Marketing Mix (Product, Price, Location and Promotion) on Consumer Purchase Decisions at Minimarkets (Alfamart Or Indomaret)"
 Marendra, I. Gede (2018). "The Effect of Marketing Mix (Product, Price, Location and Promotion) on Consumer Purchase Decisions at Minimarkets (Alfamart Or Indomaret) (Case Study at Pamulang University."
 Rahadian & Wardhana (2016) , “The Effect of Marketing Mix on the Original Jersey Purchase Decision Process at Pt. Persib Bandung with dignity”
 Rahman & Supranto (2019) , "Analysis of the Effect of Brand Equity on the Purchase Decision of Oppo Smartphones in Pekanbaru City"