ANALYSIS OF INFLUENCE OF MARKETING MIX TOWARD WALL’S MAGNUM CONSUMER BUYING DECISION (CASE STUDY IN CITYWALK, JABABEKA EDUCATION PARK)

Abstract

Wall’s Magnum is not a new product that being introduced by Unilever. They already introduced it on the early 90’s. Nowadays, Magnum is surprisingly become the current trend issue. To re-enter the market they need new marketing mix. This research aims to analyze on the influence of their marketing mix toward consumer purchasing decision. The data were obtained by doing observation and distributing questioner to 154 respondents. For processing the data from questioner,researcher using SPSS (Statistic Product and Service Solution) version 16 with several tests in it: validity test, reliability test, data classic assumption test, multiple regression analysis , F test, T test, and coefficient determination test. According to multiple regressions analysis shows the formula for this research Consumer Buying Decision = 0.122 X1 + 0.174 X2+ 0.420 X3 + 0.325 X4. F-Test in this research shows that independent variables simultaneously give influence to dependent variable with significance level 0.00. For T-test, shows that every independent variable has influence to purchasing decision with significance value below 0.05. The T value of the test shows that the most dominant factor is the variable of place.The coefficient determinant of this research shows that this research can explain the purchasing decision 55.3%.