ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN BEDAK PADAT MEREK PIXY PADA KONSUMEN WANITA DI PEKANBARU (Analysis of the Marketing Mix to Influence Purchase Decision Pixy Brand Solid Powder On Female in Pekanbaru City)

Abstract

This study aims to analyze of the marketing mix to influence purchase decision Pixy brand solid powder on female in the city of Pekanbaru. The purpose of this study was to determine the effect of the marketing mix (product, price, promotion and distribution) in the decision-making process. The variables are bound to be variable Purchasing Decisions (Y), while the independent variable is the product (X1), price (X2), Promotion (X3), and Distribution (X4). Determination of sample using purposive sampling formula and the data collected through questionnaires to 100 respondents. Questionnaire was structured in the form of Likert Scale and the data were analyzed using quantitative descriptive analysis, linear regression analysis berganda.dengan SPSS (Statistical Package of Social Science) version 17.00. The results showed that the variables that could be considered to give rise to influence consumer purchasing decisions are product, price, promotion and distribution. Of all these variables proved to have a positive and significant influence on consumer purchasing decisions. The variables that most influence the purchase decision of consumers is variable products. While variable pricing, promotion and distribution of a variable support should also be considered because in each of these variables are related to each other in consumer purchasing decisions