PENGARUH FAKTOR – FAKTOR MARKETING MIX TERHADAP KEPUTUSAN BERBELANJA DI HYPERMARKET DENGAN NILAI PERSEPSI SEBAGAI VARIABEL MEDIASI (Studi Kasus Pada Assalaam Hypermarket)

The Influence Marketing Mix Factors to Purchase Intentions at Hypermarket With Consumer Perception Value as Variable Mediated ( Case Study at Assalaam Hypermarket ) This Research aim to develop a model research into studying how variables marketing mix, influence purchase intentions, through consumer perception value in Assalaam Hypermarket. This Research use sample counted 384 taken Assalaam Hypermarket visitor responder in spanning three weeks time. Analysis method use Structural Equation Modeling with LISREL software 8.3. Result of examination show three marketing mix variables having an effect on positively and signification to consumer perception value is product variable, promotion mix and place, variable price is do not signification in influencing consumer perception value. Promotion mix variable represent dominant variable in influencing consumer perception value. Perception consumer value, have an effect on positive by signification to purchase intentions customer Assalaam Hypermarket. Keyword : marketing mix, product, price, place, promotion mix, consumer perception value, purchase intentions and Assalaam Hypermarke