THE INFLUENCE OF MARKETING MIX TOWARDS CONSUMER’S PURCHASING DECISION OF FDR TIRE IN JAKARTA (CASE STUDY OF INDOPRIX 2014)

Abstract

Marketing Mix is very important tools for marketer to sell their product in the market. There are 4 key factors of marketing mix which will affect purchasing decision of the consumers, which are: product, price, place, and promotion. This research proposed to analyze the impact of marketing mix towards purchasing decision of FDR tire (Case Study of INDOPRIX 2014). The purpose of this research is to understand the influence of marketing mix factors (Product, Price, Place, and Promotion) partially and simultaneously towards purchasing decision. This research use quantitative research method with multiple regression analysis to analyze the data collected from 100 questionnaire spreaded to FDR tire users in Jakarta. The results of this research shows that there is a significant and positive influence of all marketing mix factors towards Purchasing Decision. And the most dominant variables based on this research is Product and Promotion because they have a dominant impact to influence the customer to purchase the product. And the other 2 factors which are Price and Place have a minor impact to influence the customer to purchase the product.