Analisis Life Style Marketing Mix Terhdap Keputusan Membeli Produk Kendaraan Merek Toyota Fortuner di Pekanbaru

Abstract

Writer did research in PT. Agung Automall Pekanbaru to find out and analyze effect of life style marketing mix in purchasingToyota Fortuner in Pekanbaru. This research is also aimed to find out and analyze stronger factors and their effect in consumers’ decision in purchasing this kind of unit. Population,-which is contain of 171, and using random sampling method - of this research are those who purchased Toyota Fortuner in 2010. In analyzing the data, writer used descriptive analysis which compares the data and some supporting theories using SPSS version 17.00. To analysis life style marketing mix, writer uses multiple regression. Based on hypothesis whether if all independent variable have significant effect simultaneously into dependent ones, writer did statistic test. SPSS result show that there are significant influences between luxury factor and consumer’s decision. There are positive and significant factors, significant factor between consumer itself and the decision, significant and positive factor between feeling of adorable in the decision. Result shows that life style marketing mix has significant influence partially or simultaneously into consumers’ decision. From this research, we can conclude that consumer should take life style marketing mix into account in purchasing decision.