ANALYSIS EFFECT OF 7P MARKETING MIX ON CONSUMER PURCHASE DECISIONS CASE STUDY IN BRITANIA EDUCATIONAL INSTITUTIONSJournal: International Journal of Advanced Research (Vol.7, No. 5)
Publication Date: 2019-05-01
Authors : Suryaningsih Cepi Pahlevi; Mursalim Nohong.;
Page : 1049-1053
Keywords : marketing 7p marketing mix consumer purchasing decision.;
Background: effect of 7p marketing mix on consumer purchase decisions in case of course place or educational institutions Aim and Objective: to determine the effect of 7p marketing mix on consumer purchase decisions Methodology: this study uses a quantitative approach that intends to explain the position of the variables studied and the relationship between one variable with another variable. This research is intended to test hypotheses that have been formulated previously. This study will explain the causal relationship between variables through hypothesis testing. In this study, the analytical method used is a simple regression analysis using the SPSS program. Result: the six variables such product, price, place, promotion, people, physical evidence have a positive and significant effect on consumer purchasing decisions, process has a positive and insignificant effect on consumer purchasing decisions. Conclusion:the institutions must improve their program and take a new challenge to get more customer or student.
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