The Effect Of Marketing Mix Strategy In Influence Consumer Decisions at Pos Indonesia (Persero) Medan

Abstract

Consumers of PT Pos Indonesia (Persero) Medan are the subjects of this study. The purpose of this study
is to study and analyze how the implementation of corporate social responsibility and marketing mix
strategies affect consumer decisions. This study took a sample of 258 people who responded, using a
purposive sampling technique. The data analysis method is the Structural Equation Partial Least Square
(SEM PLS) Model. The results of the study indicate that the marketing mix (goods, prices, and locations)
and the implementation of corporate social responsibility have a positive and significant impact on
consumer decisions; however, physical evidence does not have a significant impact on consumer decisions.
Improving the marketing mix is important to improve consumer decisions, especially the products and
prices offered, strategic business locations, attractive promotions, proactive employees, and easy
transaction processes. In addition, it is necessary to improve the implementation of corporate social
responsibility to increase public trust in the Company.