The Influence of Promotion Mix on Consumer Buying Decision : A Study of Bestari Brands Dodol Garut Producer
Intan Tenisia Prawita Sari, Tinneke Hermina, Wati Susilawati

Management Department, Economic Faculty- Universitas Garut, Garut, Indonesia

Abstract

In coping a tight competition, many companies apply promotion mix as the right marketing strategy in order to be able to control the market share and compete with other companies with similar products. The aim of the study was to evaluate the influence of promotion mix on consumer buying decision. For conducting research, descriptive associative research technique was designed and sample that used was 30 people. Furthermore, data analysis and hypothesis testing using multiple linear regression analysis. The results showed that promotion mix have an positive effect on consumer buying decision on Dodol Garut of Bestari Brands. Then, Public Relation is the highest variable on Promotion Mix. While, Post-Purchase Behavior is the best variable on consumer buying decision

Keywords: promotion mix, consumer buying decision, dodol garut

Topic: Marketing Management