<![CDATA[This study aims to determine the effect of marketing mix on purchasing decisions at PT. Tunas Indonesia Tours and Travel Yogyakarta branch. Marketing mix variables consist of 4 sub variables namely: Price (X1), Product (X2), Promotion (X3), and Place (X4). The population in this study is consumers who make purchases at PT. Tunas Tours and Travel Yogyakarta in 2016. Using non-random sampling method with purposive sampling technique with a sample of 100 respondents. In this study using is descriptive and quantitative using multiple linear regression method. The results showed that price and location or distribution variables have a positive and significant influence on purchasing decisions. This is shown from the results of multiple linear regression test where both variables have P value less then of 5% and t arithmetic less then t table. While the product and promotion variables have an insignificant effect on purchasing decisions. This is shown from the results of multiple linear regression test of these variables have a value of P value is greater of 5% significant. The test results simultaneously, show the marketing mix has a significant influence in purchasing decisions where the test results proved P value less then of 0.05 or 5%Keywords: product, price, place, promotion, purchasing decision]]>
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