The Influence Of Marketing Mix On Purchase Decision Of Janji Jiwa Consumers In Batam City

Abstract

This study builds upon prior research by substituting the purchase decision variable. The objective of this study is to assess how the marketing mix affects the purchase decisions of Janji Jiwa consumers in Batam City. Data was collected through questionnaire instruments distributed to consumers who have made purchases at least 5 times in the past 3 months. Quantitative analysis using SPSS was employed. The results of the study show a favorable correlation between the marketing mix and purchase decisions.