The synthesis of marketing concepts affects the purchasing decision

Abstract

This study aims to 1.Studies the characteristics of marketing research published on online databases during the year 2016 - 2020. 2.Assess the quality of marketing research published on online databases during the year. 2016 - 2020. And 3.The synthesize knowledge of marketing towards the purchase decision. The sample group used in this research was proceedings in the national academic conferences and seminars between 2016-2020, which was 160 subjects that passed the selection criteria as specified by the researcher. The statistics used for analysis were frequency and percentage by displaying the results with a bar chart. And the statistics used in evaluating the quality of the research are arithmetic mean, median ,mode ,skewness and kurtosis by displaying the results with a stem-and-leaf plot. The synthesis results showed that most types of research are quantitative research. The quality of marketing research between 2016-2020 is moderate. The most of knowledge about marketing towards purchase decision is a marketing mix factor, representing 67 percent. The variables affecting the consumers buying decision with the highest is the service marketing mix of 7P's.