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Library's collection Library's IT development CancelAs having high competition in retail industry, retails have to compete each other including influence consumers to purchase their products. To influence purchase decision, marketing mix elements are believed can be an effective strategy in business competition. Hypermart as one of retails also experience high competition in the retail industry.
The research is conducted to analyze the impact of marketing mix toward consumers purchase decision at the Hypermart of Supermall Pakuwon. The author use simple random sampling method. Data was gathered by distributing 150 questionnaires. Then, the data was analyzed by using multiple linear regression the re.search, it can be concluded that marketing mix that consist of merchandise assortment, price, location, customer service, store design and display, and communication mix simultaneously has significant impact on purchase decision at Hypermart of Supermall Pakuwon Indah. Individually, all of marketing mix has significant impact on consumers purchase decision at Hypermart of Supermall Pakuwon Indah except location.