Currently there are many fashion brands in Indonesia that market their
products online and offline, usually brands in Indonesia have their own
“distro” as their offline stores. Many product marketing is done online one
of them through the Instagram platform. Currently, Polar only used
Instagram to market its products. Therefore, Polar needs to have variety of
marketing programs ti incrase sales. This study is aimed to identify factors
influencing purchasing decisions of Polar’s customers and design marketing
mix programs based on the purchasing decisions. To achieve the research
objectives, researchers used a mix marketing and multiple regression
methods. Based on these findings, weighting on the seven marketing mix
programs was conducted. The results are research and analysis conducted,
the conclusion is correlation test results (R) and determination (R2) prove
that Consumer Behavior (X1) and Product Quality (X2) have a positive and
very strong influence on Purchasing Decisions (Y) while Product Prices
(X3) have a negative influence but has a strong influence on Purchasing
Decisions (Y).
Keywords: Product purchasing decisions, mix marketing, multiple
regression methods.