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What is 4Ps Impact on Purchase Decisions in Makassar about?

This study examines the impact of the 4Ps marketing mix on consumer purchase decisions at Giant Ekspres in Makassar, revealing that price, promotion, and place significantly influence purchasing behavior, while product does not. Using data from 100 respondents and Structural Equation Modeling, the research found that the 4Ps explain 48% of the variance in purchase decisions, with price being the most influential factor. The findings suggest a shift in consumer priorities towards competitive pricing and effe

Author

Thomas Nguyễn

Language

EN