MARKETING MIX CAN INFLUENCE ONLINE PURCHASE DECISIONS Aisah Latinggi 1 , Rosida P Adam 2 , Lindanur Sipatu 2 , Fatlina 2
1 Student of Management Study Program , PSDKU, Tadulako University, Tojo Una-Una
2 Lecturer in the Department of Management,Faculty of Economics and Business, Tadulako University
Abstract
The marketing mix influences consumer decisions in online stores. This study aims to determine the influence of marketing mix on purchase decisions. This type of research is quantitative, focusing on causal relationships with a cross sectional approach. The population of this study is consumers who have shopped at Shop Manjadda Shop, with a sample of 75 respondents, using purposive sampling techniques. The analysis used was multiple linear regression analysis. The results of the study obtained that the average variable product was 22.32, the average variable price was 15.59, the average variable place was 15.76 and the average variable promotion was 11.59. Partially, products, prices, venues and promotions have a significant effect on purchasing decisions. Simultaneously, the marketing mix ( product, price, venue) and promotion have a significant effect on online purchasing decisions. The R square value of 64.6% shows that buying interest can be influenced by the marketing mix of 64.6%.To improve purchasing decisions is to set competitive prices, type of product optimization and use effective and efficient promotional strategies.
