The Effect of Marketing Mix upon The Consumer’s Decision Making to Buy a Product at PT. Griya Pagelaran Bogor,

Abstract

The purpose of this study is to determine and prove whether the variablesof the marketing mix significantly has influenced the consumer’s decision making tobuy the product at PT. Griya Pagelaran Bogor. The population of this study are thenumber of unknown sampling determination using Maximum Likelihood estimationmethod by taking samples of consumers who their needs has met with theresearcher requirement as many as 150 respondents. The analytical method hasused is Structural Equation Modeling (SEM) using AMOS 21 program. The result ofthe research shows that 1) Product Variables have a significance level of 0.05 whichis 1,965 > 1,96 and value (p) probability 0,49 ≤ 0.05. Then Ha is accepted andsignificant effect. 2) Variable Price level of significance 0.05 is 2.023 > 1.96 and hasa probability of 0.43 which is below 0.05. And the value (p) probability ≤ 0.05 then Hais accepted and significant effect. 3) Place Variables significance level of 0.05 is2.251 > 1.96 and has a probability of 0.24 which is below 0.05. And the value (p)probability ≤ 0.05 then Ha is accepted and significant effect. 4) Promotion Variables0.05 level of significance is 3.435 > 1.96 and has a probability in accordance with therecommended. And the value (p) probability ≤ 0.05 then Ha accepted and significanteffect.