Pengaruh Marketing Mix Terhadap Keputusan Konsumen dalam Pembelian Mobil Toyota Avanza pada PT. Agung Automall Denpasar

Putu Ayu Okky Arya Pratiwi (Fakultas Ekonomi Universitas Udayana)
Ida Bagus Sudiksa (Fakultas Ekonomi Universitas Udayana)

E-Jurnal Manajemen Universitas Udayana
Vol 2 No 9 (2013)

The research to determine the effect of the marketing mix to consumers in making purchasing decisions Toyota Avanza at PT. Agung Automall Denpasar. Respondents in a study were taken some of 93 people who buy Toyota Avanza cars in PT. Agung Automall Denpasar. Sampling was purposive sampling method with multiple linear regression analysis techniques. The results show that simultaneously marketing mix influence on purchase decisions. Partial product, price, place, promotion sigmificance influence on purchasing decisions. Price variable is said to be the most dominant variable influencing purchasing decisions. As a suggestion, company should maintain pricing,which means that the price offered should be in accordance with the expected quality and considering the price competitif of competitor. Keywords: product, price, place, promotion, consumer decision