The Influence of Marketing Mix and Brand Image on Purchase Decision With Interest to Buy as A Mediation Variable
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"GLOBAL RESEARCH NETWORK" LLC
Abstract
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The purpose of this study was to analyze the influence of marketing mix and brand image on purchasing decisions with purchase intention as a mediating variable on the Griya Maleosan Indah Housing user. The type of research used is using an associative approach. The research location is in Griya Maleosan Indah Housing, Manado city. The population is 90 respondents using the saturated sample technique. The results showed that (1) the marketing mix had a significant positive effect on buying interest in Griya Maleosan Indah housing products (2) Brand image had a significant positive effect on buying interest in Griya Maleosan Indah housing products. (3) The marketing mix has a significant positive effect on purchasing decisions for Griya Maleosan Indah housing products. (4) Brand image has a significant positive effect on purchasing decisions for Griya Maleosan Indah housing products (5) Purchase intention has a significant positive effect on purchasing decisions for Griya Maleosan Indah housing products.
Keywords
marketing mix, brand image, purchase decision