AN EMPIRICAL IMPLEMENTATION OF MARKETING MIXES ON PURCHASING DECISIONS OF PRODUCTS AT PT BERLIAN GRESIK IN INDONESIA

Abstract

Purpose, this study aims to analyse the effects of product, price, place, and promotion on the purchasing decision of product at PT Berlian. One marketing strategy that companies should consider in facing competition is the marketing mix. Design/ methodology, the results of data collection given respondents with a sample size of 100. while the data analyze processed used SPSS version 24. Finding, this study that all marketing mix variables have a significant on purchasing decisions.So that way, the marketing mix is a tool for marketers consisting of various elements of a marketing program that needs to be considered at the implementation of the marketing strategy and the determination of the position can be run successfully. Originality/value, the results of empirical studies related to marketing mix are very useful for other companies because the research results are very significant in improving business performance at PT Berlian. Besides that, this study there is an contribute to increasing the number of references or literature related to the discussion of marketing mix.