ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DI PT. BAYU SINERGI REGIONAL II KALIMANTAN

Abstract

The background to this research is the commitment to service by PT.  Bayu Sinergi so that consumers are satisfied so that the company's vision and mission can be achieved.  PT.  Bayu Sinergi continues to strive to maintain and increase sales, so the marketing team has made various marketing mix efforts to ensure maximum service.  However, the existence of competing companies affects the existence of PT consumers.  Bayu Synergy.  Competing companies are able to provide quite competitive prices both in terms of margin and supply demand.  This can cause a decrease in customer purchasing decisions, and even have a large influence on customer loyalty.

 This research aims to determine the influence of product, price, distribution, promotion variables on purchasing decisions at PT.  Bayu Regional Synergy II.

 The analytical tool used in this research is multiple linear regression analysis to determine how much influence the independent variables consisting of product, price, distribution and promotion have on the dependent variable, namely purchasing decisions.

 The research results show that product, price, distribution and promotion simultaneously have an influence on purchasing decisions at PT.  Bayu Synergy Regional II Kalimantan.  The R square value or determinant coefficient is 0.400 or 40%, indicating that purchasing decisions are influenced by the four independent variables used in this research by 40% and there is still influence from other factors, namely 60%.