Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Pembelian Mobil Merek Toyota Agya (Studi Kasus pada Toyota Auto 2000 Sisingamangaraja Medan)

Abstract

Marketing mix is a set of tactical marketing tool and controlled by the company combined to produce the desired response target market consist of product , price , distribution channels and promotion . The concept of modern marketing orientation on the needs and desires of consumers . The first step of this strategy to understand the wants, needs and tastes of consumers (customer is king ) . If the car industry wants to continue to exist in the automotive market , it must remain consistent with the strategy. Toyota brand cars in particular other than viewed as a means of mass transport as well as private cars are needed by the people of Indonesia. Motivation possession and purchase of Toyota brand cars based on the economic value and needs to be there as a means of transportation for work , recreation , and so on , even today many families who have more than one car . The purpose of this study was to determine and analyze the effect of the influence of the marketing mix to purchasing decision Toyota Agya through Toyota Auto 2000 Singamangaraja Medan . The analytical method used is quantitative descriptive analysis method . The population in this study is the buyer Toyota Agya 2014. The sampling technique used was purposive sampling data used are primary data and secondary data . Primary data obtained from questionnaires and secondary data obtained from books , journals and the internet . The formulation of the problem of this research are : 1. How does the marketing mix implemented Toyota Agya in Medan ? 2. How Toyota Agya purchase decision ? 3. How does the marketing mix to purchase Toyota Agya ?

Simultaneous research results show that the marketing mix , product , price , place and promotion jointly positive and significant impact on purchasing decisions Toyota Agya . Then the partial results of the study show that the marketing mix , product , price , and promotion of positive and significant impact on purchasing decisions Toyota Agya . Unless the variable is not a positive and significant impact on consumer purchasing decisions . Figures Adjusted R Square of 73.50 % , meaning the purchase decision can be explained by the marketing mix , product , price, location and promotion , while the remaining 26.50 % is not investigated in this study .