THE INFLUENCE OF PROMOTIONAL MIX STRATEGY TOWARDS CONSUMER PURCHASE DECISION OF LOW MPV CAR ( A CASE STUDY OF DAIHATSU XENIA, ASTRA DAIHATSU MOTOR BEKASI )

Abstract

The rivalry in automotive business between brands expecially in low mpv cars has become very tight. Every car’s producer must always do an innovation in order to make the product has many consumer, include Daihatsu. But, since there are many competitors who produce Low MPV cars, Daihatsu Xenia sales was going down. Astra Daihatsu Motor already existed since 38 years in automotive. Astra Daihatsu Motor now has developed their products and strategy in order to attract the new consumer. This research is to aim to analyze the influences of promotion mix strategy towards consumer purchase decision. In this research, the researcher uses questionnaire as the instrument. It has 4 independent variables, advertising (X1), personal selling (X2), sales promotion (X3), and direct marketing (X4) and 1 dependent variable, consumer purchase decision (Y). A survey was conducted on 120 respondents by using Malhotra sampling method and the sample are consumers of Daihatsu Xenia in Bekasi. This research using a test partially and simultaneously. The research method which used in this research is quantitative method. From the result of T-Test, the researcher found there are 3 variables that have influence with consumer purchase decision is advertising, personal selling, and sales promotion. Overall, all the variables of promotion mix strategy has influence towards consumer purchase decision. But, the most dominant variables which influences and significance towards consumer purchase decision are advertising, personal selling, and sales promotion.