The Influence of Marketing Mix Variables on Purchase Decision and Customer Satisfaction (Case Study of Customer of Vitiara Rent Car Malang)

This study aimed to: understanding the influences of product, price, promotion, and distribution channel on purchase decision, understanding the influences of product, price, promotion, and distribution channel on customer satisfaction, and understanding the influence of purchase decision on customer satisfaction. The result of the study reveals that: product, price, promotion, distribution channel variables have positive and significant effect on the purchase decision. This is proven by the probability of <0.05, which means there is a significant effect, product, price, promotion, distribution channel variables have positive and significant effect on customer satisfaction. This is proven by the probability of <0.05, which means there is a significant effect. While message source variable provides indirect influence on the purchase decision process through psychological factors, and purchase decision variable has positive and significant effect on customer satisfaction. This is proven by the probability of <0.05, which means there is a significant effect. Therefore, the company is expected to improve and maintain the quality of the price that has had a biggest influence on customer satisfaction if through a purchase decision