Analysis The Effect of Marketing Mix on Consumer Decisions in Buying Paint Products

Ramadhan, Febrianto and Secapramana, Laurentia Verina Halim (2020) Analysis The Effect of Marketing Mix on Consumer Decisions in Buying Paint Products. In: 2nd the International Conference on Business and Banking Innovations(ICOBBI)2020, 14-15 Agustus 2020, Media Zoom (Magister Manajemen STIE Perbanas Surabaya).

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Marketing mix is very important to be applied in various companies, especially paint companies selected in this study. The paint company applies the marketing mix (4P), which is product, price, promotion, and place in order to increase the number of consumers and make the turnover of the business being run increasingly increased. This study discusses and analyzes the effect of the marketing mix on consumer decisions in buying paint products. In this study using basic research types, causal, and quantitative by using five variables, namely product, price, promotion, place, and purchasing decisions. The data source used in this study is primary data by collecting data through interviews and distributing questionnaires to respondents online. The sample used in this study were 215 respondents. The data obtained was carried out by SEM (Structural Equation Modeling) method and supported by statistics using SPSS software (Social Statistics For Package) version 17 and AMOS version 23. The results of this study refer to products, prices, and places of significant purchase decision, whereas for promotion is not carried out on the purchase decision. This study aims to explain the implications of consumer purchasing decisions for paint products.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Marketing Mix, Product, Price, Place, Promotion
Subjects: H Social Sciences > HB Economic Theory
Divisions: Faculty of Business and Economic > Department of Management
Date Deposited: 24 Aug 2020 09:21
Last Modified: 07 Sep 2022 11:51

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