ANALISIS BAURAN PEMASARAN DALAM PENGAMBILAN KEPUTUSAN PEMBELIAN KONSUMEN PADA MINIMARKET DAILY MART TANAH MAS

This report aims to know how is the contribution of marketing mix and the most dominant marketing mix’s dimension in consumer taking purchase decision at Minimarket Daily Mart Tanah Mas. Background of this research due to some Minimarket Daily Mart Tanah Mas’ opponents in the same area. Population of the research is whole consumers and the sample are about 50 respondents. In this case, author is using Non-Probability Sampling technique with Accidental Sampling method, it means everyone can be choosen as sample if author thinks they are suitable as source. Percentage formula is used to analyze the answers about marketing mix dimensions in consumer purchasing decision, there are 25 questions and following questions are about product, price, promotion, and place then classify using interpretation score criteria. According to the result of questionnaires have spread, the highest dimension contributes in consumer taking purchase decision is place which gain 88,16% and the promotion is the lowest which it only has 74,1%. Consumers confess that they are agree to purchase goods in Minimarket Daily Mart Tanah Mas because of some reasons such as their needs, recomendation people, comfortable, product and price offered, and their salesperson