THE EFFECT OF MARKETING MIX ON THE PURCHASE DECISION OF REPSOL OIL AT CV SUMBER INDO BAN (REPSOL INDONESIA) BANDAR LAMPUNG CITY

Abstract

This study aims to analyze the effect of marketing mix on purchase decisions for Repsol Oil at CV Sumber Indo Ban, Bandar Lampung City. Ignorance of dynamic changes in consumer preferences and lack of effectiveness of marketing strategies can hinder the achievement of optimal market objectives. The focus of this research is to analyze the influence of elements such as product, price, distribution and promotion at CV Sumber Indo Ban, a distributor of Repsol Oil in Bandar Lampung. This research method is with a quantitative approach that is explanatory. The population is 100 consumers using the Simple Random Sampling method from a sample of 50 respondents, a random data collection method that refers to Hair's theory is considered a fair approach in selecting samples from a larger population. This research is complemented by the use of validity test and reliability test. The analysis technique used SPSS 25: questionnaires, books and scientific journals. The level of purchasing decisions in CV. Sumber Indo Ban (Repsol Indonesia) Bandar Lampung is influenced by factors such as product, price, location and promotion. Product, price and location as the most influential variables, while promotion has a lesser influence. Furthermore, product, price, place and promotion together have a significant impact on purchase decisions.