THE INFLUENCE OF MARKETING MIX ON THE PURCHASE DECISION OF AZWA JATI PADANG PERFUME

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Published Apr 21, 2022

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Fadillah Fadillah
Agussalim M
Sunreni Sunreni

Abstract

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

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How to Cite
Fadillah, F., M, A., & Sunreni, S. (2022). THE INFLUENCE OF MARKETING MIX ON THE PURCHASE DECISION OF AZWA JATI PADANG PERFUME. INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION, 947-958. Retrieved from https://ejurnal.unespadang.ac.id/index.php/ICGE/article/view/177
Issue
INTERNATIONAL CONFERENCE ON GLOBAL EDUCATION IX
Section
ECONOMICS, MANAGEMENT, AND ACCOUNTING (ICGE IX)
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