Pengaruh Marketing Mix Terhadap Keputusan Pembelian Pada Perusahaan GHI (studi pada konsumen Carfax Inc. di Indoneisa)

Abstract

^{This study analyzes the effect of the 7P marketing mix on purchasing decisions for Carfax Inc.'s vehicle history verification services in Indonesia. It uses a quantitative method with a causal design and purposive sampling of 100 respondents who have used the service in the last 6 months. The data is analyzed using multiple linear regression with SPSS 26. The results show that Product (β=0.372), Promotion (β=0.377), and Physical Evidence (β=0.297) have a significant positive effect; People have the most dominant effect (β=0.531); Process has a significant negative effect (β=-0.376); while Price and Place are not significant. Simultaneously, the 7Ps had a significant effect (F=50.470; R²=0.793) with a contribution of 79.3%. The findings confirm that in the technology-based verification service industry, the quality of human resources is the most crucial factor, followed by product quality and promotional strategies. Price and location are not major considerations given the nature of digital services and the value of the information offered.}