The Impact Of Marketing Mix Strategy On Consumers Decision To Buy On Credit At Pt.Fifgroup Spektra Medan Branch

Abstract

Marketing mix strategy applied by PT. Fifgroup Spektra Medan Branch, has showed a positive impact on its sale and on maintaining consumer loyalty even though its prosmotion policy is not effective enough since it is still not known by many people. Therefore, it has to maximize its strategy and has to be consistent in its implementation. The samples were 95 respondents, taken bt using proportionate stratified random sampling technique. The data were analyzed ny using multivariate analysis. The hypothesis was marketing mix which comprised product, price, promotion, place, people, and process which influence consumers decision to buy on credit at PT. Fifgroup Spektra Medan Branch.  The result of the research showed that, simultaneously, the variable of marketing mix had significant influence on consumers decision to buy on credit. Simultaneously, the variables of product, price, and place did not have any significant influence on consumers decision to buy on credit, while the variables of promotion, people, and process did.

Keywords : Marketing Mix, Marketing Strategy, Consumer Financing