DETAIL JURNAL
NORRAHMIATI
Vol. 8 No. 2 September 2016
Fakultas Ekonomi Universitas Achmad Yani Banjarmasin
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The purpose of this study was to: (1) analysis the effect of simultaneous marketing mix variables such as product, price, place, promotion, personnel, processes and physical evidence on purchasing decisions car Suzuki Ertiga Dealer in Banjarmasin, (2) analysis the effect of partially marketing mix variables such as product, price, place, promotion, personnel, processes and physical evidence on purchasing decisions car Suzuki Ertiga Dealer in Banjarmasin, and (3) analysis the variables that have a dominant influence on purchasing decisions car Suzuki Ertiga Dealer in Banjarmasin
This research is a quantitative research design causal. The population in this study is all the customers who buy car Suzuki Ertiga Dealer in Banjarmasin. Total sample of 94 respondents. The sampling technique using purposive sampling method. The research data used are primary and secondary data. The technique of collecting data through observation and interview. The data were analyzed using linear regression model.
Based on the results of the analysis showed that the variables of product, price, place, promotion, personnel (people), process and physical evidence simul-taneously significant effect on purchasing decisions car Suzuki Ertiga Dealer in Banjarmasin. In partial, product, price, place, promotion, personnel, processes and physical evidence of a significant effect on car purchase decisions Suzuki Ertiga Dealer in Banjarmasin. The place is the most dominant variable influence on purchase decisions car Suzuki Ertiga Dealer in Banjarmasin.
Keywords: marketing mix, purchase decision
