Products, Prices, Locations, and Promotions and Their Effects on Auction Purchase Decisions

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Hendra Sugestriawan, S.E.

Abstract

This study aims to determine the effect of marketing mix factors, namely varia-ble product, prices, place, and promotions simultaneously and partially influ-ence the decisions in purchasing by auction. Population is all auction buyers who participate in and register in the auction at KPKNL Jember. The number of samples studied was 50 people. The sampling technique that used in the study was using the Nonprobability Sampling technique with the Quota Sam-pling technique. The method of data analysis uses multiple linear regression analysis. Based on the results of the analysis, it can be concluded that the mar-keting mix variables simultaneously have a significant effect on purchasing decisions by auction. While partially the price and location variables signifi-cantly influence the purchase decision by auction.

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