The Effect of Marketing Mix Satisfaction on Purchase intentions of GM Brand Helm on Students of State University of Padang

DOI

10.2991/piceeba2-18.2019.60How to use a DOI?

Keywords

satisfaction of product, satisfaction of price, satisfaction of distribution, satisfaction of promotion, purchase intention

Abstract

This study examines the impact of Satisfaction of Marketing Mixed on Purchase intention of GM Brand Helm on Padang State University Students. This research is descriptive causative research aims to find the influence of an independent variable that is in this research is satisfaction of product, satisfaction of price, satisfaction of promotion and satisfaction of distribution to dependent variable that is purchase intention. The number of samples is 200 respondents. Analytical technique used is Structural Equation Modeling (SEM) to know the impact of the effect of Satisfaction on Marketing Mix of Purchase intention. The results of the study prove that satisfaction of product, satisfaction of price, satisfaction of promotion have a significant effect on consumer purchase intention on GM helmet product, and satisfaction of distribution have a significant effect on purchase intention of GM helmet product.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Laura Elvinda
AU  - Susi Evanita
AU  - Dina Patrisia
PY  - 2019/04
DA  - 2019/04
TI  - The Effect of Marketing Mix Satisfaction on Purchase intentions of GM Brand Helm on Students of State University of Padang
BT  - Proceedings of the 2nd Padang International Conference on Education, Economics, Business and Accounting (PICEEBA-2 2018)
PB  - Atlantis Press
SP  - 459
EP  - 465
SN  - 2352-5428
UR  - https://doi.org/10.2991/piceeba2-18.2019.60
DO  - 10.2991/piceeba2-18.2019.60
ID  - Elvinda2019/04
ER  -