THE INFLUENCE OF MARKETING MIX ON USED CAR PURCHASING DECISION AT JAYA MOBIL JAKARTA

Abstrak

Purpose: This study aims to analyse the effect of marketing mix on used car purchasing decisions at Jaya Mobil Jakarta.

Research Methodology: The research method used is quantitative with a survey approach through questionnaires distributed to 115 respondents. The data analysis method in this study uses multiple linear regression, validity and reliability tests, hypothesis testing using the F test and t test, and the coefficient of determination.

Results: Testing the model as a whole resulted in an F-count of 613.582, far exceeding the F-table value of 2.45. This proves that simultaneously, all independent variables have a significant influence on purchasing decisions. Among all the variables studied, the promotion variable (X4) has the most dominant influence, indicated by the standardised beta coefficient of 0.473 and the highest t-count value of 6.881. Meanwhile, partial testing for the effect of product and place has no significant effect on purchasing decisions for used cars at Jaya Mobil Jakarta, but partial testing for price and promotion has a significant effect on purchasing decisions for used cars at Jaya Mobil Jakarta. The coefficient of determination (R²) analysis shows a very high value of 0.957 or 95.7%, indicating that the four independent variables have a very large contribution in influencing purchasing decisions. Only a small portion, namely 4.3%, is influenced by other variables not included in this study.

Limitations: This research is still limited to the four main elements of the marketing mix, namely: product, price, place (distribution), and promotion that influence purchasing decisions.

Contribution: The marketing mix through integrated elements of product, price, place, and promotion must be maintained and improved because together they have a huge influence on purchasing decisions.  Companies need to consider these four factors in formulating marketing strategies to improve purchasing decisions and competitiveness in the market.