The effect of marketing mix on buy decisions Rabbani Muslim fashion in Bandung, West Java, Indonesia
List of Authors
  • Siti Nuraisyah , Sussy Susanti

Keyword
  • Products, Prices, Promotions, Places and Buy Decisions

Abstract
  • This study is motivated by decreasing of purchasing transaction for Rabbani muslim fashion in the 2014-2017 period. This tendency could be interpretated as decreasing of buy decision on Rabbani’s product. The marketing mix is one of the factors that influence buy decisions of consumers.The purpose of this study was to determine the effect of marketing mix consisting of Products, Price, Place and Promotion of the Purchasing Decision on Rabbani products.. This study uses descriptive and verification methods. Data was collected by questionnaire and interview techniques. The sample used in this study were 100 male and female respondents wearing Muslim clothing in the city of Bandung. The analytical method used in this study is Logistic Regression Analysis. The results of this study indicate that Marketing Mix has a significant influence, both partially and simultaneously on purchasing decisions. The Marketing Mix dimension partially which has the greatest influence is the place, while the smallest influence is indicated by the promotion dimension.

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    1. http://www.jabarprov.go.id/index.php/news/14696/Bandung_Kiblat_Busana_Muslim, Downloaded on October 16, 2017

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