Analysis of Marketing Mix on the Decision of the Purchasing of Toyota Kijang Innova Car Using Method of Structural Equation Modeling (SEM)

Abstract

Recognizing the importance of the marketing mix that consists of product variables, price, promotion and distribution of purchasing decisions. Companies must be able to meet the needs, desires and tastes of consumers. This study aims to determine and analyze the influence of marketing mix on the decision to buy toyota Kijang innova car at PT. Hadji Kalla Sidrap Branch. The method of determining the sample is done by purposive sampling method with the number of respondents as much as 150 respondents. Testing the research hypothesis by using Structural Equation Modeling (SEM) analysis. The results showed that the distribution variables have a significant influence on purchasing decisions, with a probability of 0.18. while product, price and promotion variables have little significant effect on purchasing decision of Toyota Kijang Innova.