The Effect Of Marketing Mix Towards Customer Purchase Decision Process(a Study On Alfamart Gegerkalong Hilir No.44 November 2014 – April 2015)

Randi Darmasaputra, Tjahjono Djatmiko

Abstract

This study explores elements of marketing mix which is product, price, place, promotion, people, physical evidence, and process. In particular, the authors examine the effect of seven elements of marketing mix on customer purchase decision process. Study conduct by taking three hundred and fifty of Alfamart customer in Jalan Gegerkalong Hilir no.44 Bandung as respondent. Result revealed that product, place, promotion, people, physical evidence, and process have positive effect to the customer purchase decision process in Alfamart. It is recommended that company consider keeping of price dimension, and improve the promotion dimension in order to increase the customer purchase decision process which lead into the increase of sales.

Keyword: marketing mix, product, price, place, promotion, people, physical evidence, process, purchase decision process

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