Siburian, Melky Juni Doro and Sitepu, Badikenita and Simatupang, Parhimpunan (2017) The Effect of Marketing Mix on Customer’s Purchase Decision for Genuine Spare Parts competes to Other Dealer Competitor. Case Study in PT Eurotruk Transindo. Masters thesis, Swiss German University.

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Abstract

This thesis will study about how mix marketing of four P influence a customer purchased decision. It is a case study in PT Eurotruk Transindo, one of authorized Mercedes Benz Truck Dealer in Indonesia which in market competition of sales of genuine spare parts Mercedes Benz. The combination of descriptive and casual research was applied in this research methodology and the sample size used in this are 110 observations from 20 customers of mining sectors in Indonesia. Multiple regression models are used to grab the relationship between the dependent and independent variable. The result revealed that price and place were significant to customer purchase decision process, and price was negative while place was positive. It is recommended that the company to carefully set up the reasonable price factors and improving factor of place. Both factors would increase the customer purchase decision which will bring sales increasing revenue.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Marketing Mix; Customer Purchased Decision; Market Competition.
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing H Social Sciences > HF Commerce > HF5415 Consumer Behavior H Social Sciences > HF Commerce > HF5437 Purchasing. Selling. Sales personnel
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Astuti Kusumaningrum
Date Deposited:	13 May 2020 14:23
Last Modified:	13 May 2020 14:23
URI:	http://repository.sgu.ac.id/id/eprint/327

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