The Effect of Marketing Mix on Purchase Decision with Brand Image as Intervening Variable on Sippol Brand Hand Sanitizer Products

Abstract

This study aims to determine whether there is an effect of marketing mix that refers to four elements product, price, place, promotion and brand image on purchase decision of Sippol hand sanitizer. The population in this study are the consumer of Sippol hand sanitizer. The sample in this study are 130 consumers of Sippol hand sanitizer with sampling technique using random sampling. Method of data collection using survey technique with questionnaires as instrument then the data is analyzed using PLS (Partial Least Square). The results of this study indicate that the marketing mix refers to four elements product, price, place and promotion also brand image has a positive significant effect on purchase decision. R Square value of brand image shows 41.5% which means that marketing mix product, price, place and promotion affect the brand image variable by 41.5%. Beside, purchase decision of Sippol hand sanitizer consumer has R square value 51.5% which means that product, price, place, promotion and brand image affect the purchase decision variable by 51.5%