Research Paper
Year: 2019 | Month: October | Volume: 6 | Issue: 10 | Pages: 205-212
The Effect of Marketing Mix on Consumer Purchase Decision on Bright Gas Product in Medan (Study in PT Pertamina (Persero) Marketing Operation Region I)
Edward Panjaitan1, Sukaria Sinulingga2, Rulianda Purnomo Wibowo3
1,2,3Master of Management, Universitas Sumatera Utara, Indonesia
Corresponding Author: Edward Panjaitan
ABSTRACT
The purpose of this study is to analyze the effect of marketing mix elements on consumer purchasing decision on Bright Gas product in Medan both partially and simultaneously, then formulate appropriate policies and strategies for the company to increase sales of the product. This research is categorized as quantitative research with causal methods using questionnaire as a research instrument. The population in this study is 511,515 Households in Medan. The sampling technique is non-probability sampling method that is accidental sampling and the total sample is 100 households, which is obtained using the Slovin formula. The method used for testing the hypothesis in this study is multiple linear regression method. Based on the research that has been done, the result is all marketing mix elements consisting of products, prices, places, promotions, people, processes, and physical environment simultaneously have a significant effect on consumer purchasing decision on Bright Gas product, then there are four elements which are products, prices, places, and promotions partially have a significant effect on consumer purchasing decision, while the other three elements which are people, processes, and the physical environment partially have no significant effect on consumer purchasing decision.
Key words: Bright Gas, Marketing Mix, Consumer Purchasing Decision.
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