Marketing factors influencing business buyers in buying a new product of PT XYZ flour mill

The problems that are faced by PT. XYZ are the existence of antimonopoly regulation since 1998, price war in the flour industry, entrance of many imported products, and entrance of new local players. These problems make PT. XYZ need to form a new strategy by launching a new product that is supposed to win the competition. While the marketing mix, which consists of product, price, promotion, and place, is the basic stimuli for the company in forming a new product. That is why, in this final assignment report, the writers will research about what marketing factors significantly influence business buyers in buying a new product. The methodology of this research is descriptive and explanatory quantitative research The writers use binary logistic regression as the tool to analyse the statistical data. After analyzing all the data, the result of this research shows that product factor is the most significant factor in influencing the business buyers? willingness to buy the new product of PT. XYZ. Then, it is followed by price as the second significant factor and promotion as the third significant factor in influencing the business buyers? willingness to buy. Interestingly, the place factor does not significantly the business buyers? willingness to buy the new product