STRATEGI BAURAN PEMASARAN JASA TERHADAP KEPUTUSAN PEMBELIAN PADA KONSUMEN PT FEDERAL INTERNASIONAL FINANCE (FIF) GROUP SPEKTRA SAMARINDA

Abstract

Companies will adopt different marketing systems depending on the needs and size of the company. The wisdom that every company uses to market its products is a combination of marketing activities known as marketing mix. The purpose of this research is to know and analyze the influence of products, prices, promotions, places, people, processes, and physical evidence on consumer purchasing decisions on consumer purchasing decisions in PT FIF Group SPEKTRA branch of Samarinda. The theories used in this research are about marketing management, marketing mix, strategy, purchasing decisions, and marketing mix factors that influence purchase decisions. The type of research used is quantitative descriptive with the analytical tool used is double linear regression. The results of the study stated that there was an influence of the product on the consumer’s purchasing decision; there was an influence of the price on the customer’s purchasing decision; there was an influence of the promotion on the consumer’s purchasing decision; there was an influence of the place on the consumer’s purchasing decision; there was an influence of the people on the consumer’s purchasing decision; there was an influence of the process on the consumer’s purchasing decision; and there was an influence of the physical evidence on the consumer’s purchasing decision in PT FIF Group SPEKTRA branch Samarinda is acceptable.