Marketing mix analysis that influence the purchasing decisions of wine in DKI Jakarta and Tangerang

The increased consumption of wine in Indonesia is clearly visible due to the increasing number of outlets that sell wine following the economy growth in Indonesia. The purpose of this research is to analyse the effect of product, price, place and promotion to purchase decision in DKI Jakarta and Tangerang. This research using quantitative method, number of respondents involve in this study are 150 wine consumer. Using multiple linear regression analysis technique, results of this research indicate that product, price, promotion and place influence the purchasing decisions of wine in Jakarta and Tangerang.