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This document summarizes a research paper that examines the influence of marketing mix elements on purchasing decisions for Lifebuoy bath soap in Surabaya, Indonesia. The marketing mix variables studied are product, price, place, and promotion. The research found that these independent variables have a significant influence on purchasing decisions. Specifically, promotion had the strongest influence, so the researchers recommend that Lifebuoy increase promotional activities like visual media, gifts, and in-

Author

Martika Delima

Language

EN