The Effect to Marketing Mix On The Consumer Buying Decision Making A Case Study Of Kedaulatan Rakyat Daily Newspaper

Abstract

Ditto Arianto (2006), "THE EFFECT OF MARKETING MIX ON THE CONSUMERS' BUYING DECISION MAKING. A Case Study of Kedaulatan Rakyat Daily Newspaper". Department of Management, International Program, Faculty ofEconomics, Islamic University of Indonesia. In recent days the mass media industry is achieving rapid development along with growing and development in economics and technology sector. This development also happened in printing media especially in newspaper industry. However, this development will be followed by a tight competition. The main objective among the newspaper industry is almost the same; to fulfill the customers needs and wants. Thus, newspaper industries try hard to increase their quality by developing a strategy in order to get as many loyal customers as possible. Kedaulatan Rakyat Daily Newspaper as research target is a great company to be known. It is interesting to know strategic marketing used by company that become a market leader in Yogyakarta. This study focused on identifying the effect of marketing mix on the consumer buying decision making, in case of the readers of Kedaulatan Rakyat Daily Newspaper. In addition, this study also conducted to know the dominant factor of marketing mix that influence consumers buying decision making. In order to obtain the accurate result, so method that used is multiple regression method. Analysis result shows that product, price, place, promotion have a strong effect on the consumer buying decision making. And product is the most dominant factor in influencing the consumer buying decision making compared with other variables such as price, place, and promotion. It means the company have to improve the quality of their product in order to satisfy the consumers.