Pengaruh Bauran Pemasaran, Faktor Sosial, dan Faktor Psikologi Konsumen Terhadap Keputusan Penggunaan Rokok Elektrik (Studi Kasus Pada Konsumen Indovaping Sunter)

The author of this research is Aldy Kusuma Ramdani, id number 1313.1111.488. The title of this research is Analyst Influence of Marketing Mix, Social Factor, and Psychological Factor towards Using Decision E-cigarette (Case Study to Indovaping Sunter’s Customer. It has 123 pages, 70 tables, 4 pictures. It has been made in Jakarta, 2017. The objective of this research is knowing the influence of marketing mix, social factor, and psychological factor toward purchasing decision e-cigarette. Research type used in this research is explanatory research with quantitative approach. The population of this research is customer of Indovaping Sunter. This research used 92 samples. Methods used in collecting data is spread questioners. This research used SPSS for windows to calculate and analyze the data of research. The result of this research marketing mix, social factor, and psychological have positive and significant influence towards purchasing decision e-cigarette. And based on partial test showed that psychological factor has the most dominant influence towards purchasing decision. The managerial’s implication is business can make an offer for e-cigarette product with the good quality and cheapest price. And then they also can make consumer to suggest their family to used e-cigarette. And business can keep their image by their promotions and advertising on social media, so they can motivated consumers and knowledge to use e-cigarette. This research used 7 books, 16 journals, and 2 websites. This research was guidance by Wenny Chandra Mandagie and Arjuna Wiwaha.
Keyword: marketing mix, social factor, psychological factor, purchasing decision.