ANALYSIS OF MARKETING MIX TOWARD BUYING DECISION IN CITIHUB TUNJUNGAN, SURABAYA

Abstract

In order to attract consumers, there is a process called consumers’ buying decision, as the process for deciding what kind of product or service that consumers are really going to buy with resources that they have. This study was conducted in order to find out the reason behind customer decision making in Grand CitiHub Tunjungan, Surabaya. This research described the effects of product, price, place, promotion, people, physical evidence and process towards buying decision of CitiHub Tunjungan, Surabaya. The model was tested based on questionnaire data collected. The data used in this test were collected from 120 respondents. Seven hypotheses were analyzed using descriptive analysis and multiple linear regression. The result of this study showed that product, price, promotion, and process has insignificant effect on buying decision. The results of this research also shows that the place, personnel, and physical evidence, give a significant impact to the buying decision because the sig t lower than 0.05 The recommendation was to improve the significant variables (Place, People, and Physical Evidence) in order to improve the buying decision of CitiHub Tunjungan, Surabaya