The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang

Erdiansyah, Likdanawati, Hamdiah, Sri Porwani

2019

Abstract

In marketing aspects, we recognize that there is a marketing mix involved. The objective of this research is to determine the influence of Prices, Promotions, and Places concurrently with the Consumer Purchase Decision at OMI Mini Market Palembang. This research utilizes questionnaire as an instrument for collecting perception data from respondents. Analytical techniques applied in this research were descriptive analysis and causal analysis. Descriptive analysis wasapplied to acknowledge and elucidate the characteristics of variables examined in a situation, whereas causal analysis was designed to examine whether one event causes other events. This research techniques with SPSS v.21. The results of this research within multiple linear regression analyses indicate that there is a simultaneous influence between Price, Promotion, and Places with the Consumer Purchase Decision at OMI Mini Market Palembang. Likewise, the influence rate of marketing mix of Consumer Purchase decision at OMI Mini Market Palembang with price, promotion, and the place is significant.

Paper Citation

in Harvard Style

Erdiansyah., Likdanawati., Hamdiah. and Porwani S. (2019). The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang. In Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA, ISBN 978-989-758-582-1, pages 207-214. DOI: 10.5220/0009853800002900

in Bibtex Style

@conference{miicema19,
author={Erdiansyah and Likdanawati and Hamdiah and Sri Porwani},
title={The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang},
booktitle={Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,},
year={2019},
pages={207-214},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0009853800002900},
isbn={978-989-758-582-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 20th Malaysia Indonesia International Conference on Economics, Management and Accounting - Volume 1: MIICEMA,
TI - The Influence of Marketing Mix on Purchase Decision at OMI Mini Market Palembang
SN - 978-989-758-582-1
AU - Erdiansyah.
AU - Likdanawati.
AU - Hamdiah.
AU - Porwani S.
PY - 2019
SP - 207
EP - 214
DO - 10.5220/0009853800002900