Abstract
The performance of the furniture industry in Indonesia is fluctuating. The furniture trend has been changing quickly. The number of furniture companies has been increasing, so competition has also increased. UD Utama Karya is a family furniture business which produces antique-classic and minimalist designs. It serves customers in Indonesia, specifically the eastern part of Indonesia. This company was established in 1999. The aim of this research was to determine the influence of the marketing mix on decisions to purchase UD Utama Karya products. This research used a quantitative approach and data were collected with an online questionnaire using Google Forms. There was a sample of 61 and participants were customers of UD Utama Karya in Pasuruan City. Participants were recruited from the internal data of this company, using the Slovin Formula. Product, price and promotions influenced decisions to purchase UD Utama Karya products, but place did not.
 Keywords: marketing mix, purchase decision, UD Utama Karya
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
