Abstract: The research was conducted at PT. Prima Graha Citra as an organizer of
Pusat Grosir Cililitan. The purpose of this study was to determine the effect of the
marketing mix on purchase decisions stall/ counter in Pusat Grosir Cililitan Navel either
partially or jointly. The method in this study using simple linear regression analysis to
determine the effect of each independent variable on the dependent variable and
Multiple Linear regression analysis to determine the effect of independent variables on
the dependent variable simultaneously.The results of a simple linear regression analysis
states that each independent variable affects the dependent variable to see t count
greater than t table and the level of influence of each with respect to the value of the
coefficient of determination with the help of SPSS. Multiple linear regression analysis
also showed that all independent variables jointly affect the dependent variable to see if
the value of the coefficient of determination results data using SPSS.
Key words: marketing mix, Purchase Decision, determinantion, coefficient.