THE INFLUENCE OF MARKETING MIX VARIABLES ON PURCHASE DECISION AND CUSTOMER SATISFACTION (Case study of Customer of Vitiara Rent Car Malang)

Abstract

Penelitian ini bertujuan untuk: Memahami pengaruh produk, harga, promosi dan saluran distribusi memiliki pengaruh terhadap keputusan pembelian, Memahami pengaruh produk, harga, promosi dan saluran distribusi memiliki pengaruh terhadap kepuasan pelanggan, dan Memahami pengaruh keputusan pembelian terhadap kepuasan pembelian. Hasil penelitian menunjukkan bahwa terdapat: produk, harga, promosi, saluran distribusi berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan, produk, harga, promosi, saluran distribusi berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan. Sedangkan variabel sumber pesan memberikan pengaruh tidak langsung pada proses keputusan pembelian melalui faktor psikologis, dan Keputusan pembelian berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Hal ini dibuktikan dengan probabilitas <0,05, yang berarti ada pengaruh yang signifikan. Oleh karena itu, perusahaan diharapkan untuk meningkatkan dan mempertahankan kualitas dari harga yang telah memiliki pengaruh lebih besar pada kepuasan pelanggan jika melalui keputusan pembelian. Kata Kunci: Bauran Pemasaran, Keputusan Pembelian, Kepuasan Pelanggan Abstract This study aimed to: understanding the influences of product, price, promotion, and distribution channel on purchase decision, understanding the influences of product, price, promotion, and distribution channel on customer satisfaction, and understanding the influence of purchase decision on customer satisfaction. The result of the study reveals that: product, price, promotion, distribution channel variables have positive and significant effect on the purchase decision. This is proven by the probability of <0.05, which means there is a significant effect, product, price, promotion, distribution channel variables have positive and significant effect on customer satisfaction. This is proven by the probability of <0.05, which means there is a significant effect. While message source variable provides indirect influence on the purchase decision process through psychological factors, and purchase decision variable has positive and significant effect on customer satisfaction. This is proven by the probability of <0.05, which means there is a significant effect. Therefore, the company is expected to improve and maintain the quality of the price that has had a biggest influence on customer satisfaction if through a purchase decision . Key words: Marketing Mix, Purchase Decision, Customer Satisfaction

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