| dc.description.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 . | en_US |
