THE IMPACT OF MARKETING MIX TOWARDS CONSUMER DECISION MAKING OF BLACKBERRY SMARTPHONE AMONG PRESIDENT UNIVERSITY STUDENTS

Abstract

The Study is conducted in order to find the impact of the marketing mix towards consumer purchasing decision of Blackberry smartphone at President University. Blackberry smartphone market share have been decreasing significantly. It was not only happen in US, but also in Indonesia. From the problem identification, four parameters have been generated from marketing mix to measure the consumer purchasing decision. Meanwhile marketing mix is the business tools that have been used globally for the company in order to create the right promotion strategy of product and brand to the market, it consist of product, price, place and promotion. In this research, product, price, place and promotion are the set of independent variables while consumer decision making is the dependent variable. Researching this factors in President University by using Multinomial Logistic Regression had indicated that the level of consumer decision making towards the Blackberry smartphone. The predictors show quite a significant impact on the consumer decision making. With overall of the consumer decision making, improvement on several aspects could still be made. The researcher suggest the Blackberry Limited Company to several improvement on the predictors which can increase or improve their sales in the future.