MARKETING MIX AND BRAND IMAGE ON PURCHASE DECISION AND POST PURCHASE BEHAVIOUR: CASE STUDY OF JOGJA BAY WATERPARK

This research aims to determine the effect of (1) marketing mix strategy (marketing mix) and brand image on purchasing decisions and post purchase behavior consumer in Jogja Bay Waterpark. (2) Consumer responses to the marketing mix strategy and applied brand image at Jogja Bay Waterpark. To find out the marketing mix variables (product, price, promotion and location) and which brand image is more dominant influence on purchasing decisions and post-purchase behavior. The study population was all regular visitors at Jogja Bay Waterpark in one month with 1,496 people. SEM requires a sample size of 5-10 times the number of observations for each estimated parameter or indicator used. In this study using a sample of 150 people determined by convenience sampling technique. Based on the results of the analysis of the influence of the marketing mix (product, price, promotion and location) and brand image on purchasing decisions and post-purchase behavior, product variables, prices, location, and overall marketing mix significantly influence purchasing decisions. While the promotion variables and brand image do not significantly influence purchasing decisions. And the purchase decision variable also does not significantly influence post-purchase behavior. Jogja Bay Waterpark must improve promotion and brand image so that it can increase purchasing decisions and post consumer purchase behavior.