ANALISIS PENGARUH MARKETING MIX TERHADAP KEPUTUSAN KONSUMEN MELAKUKAN PEMBELIAN PRODUK OBAT YANG DIJUAL BEBAS DI KECAMATAN DANUREJAN

Abstrak

This study aims to prove whether the product factor (price), price (promotion), promotion (promotion) and place or channel distribution (place), partially (individually) affect the consumer's decision to buy over-the-counter drugs. The population of this study was 100 people in Danurejan District. Research results show that partially (1) product has a significant influence on consumer decisions in Danurejan District of Yogyakarta, (2) price has no significant effect on consumer decisions in Danurejan District of Yogyakarta, (3) promotion has a positive effect on consumer decisions in danurejan Yogyakarta District , and (4) place influences consumer decisions in the Danurejan District of Yogyakarta.

Keywords : analysis, consumer decision, purchase of products