Page 88 - MARSIUM'21 COMP OF PAPER

65 Afifah (2021)
According to The American Marketing Association (AMA) cited by Kotler and Keller (201:27),the
definition of marketing is as as follow : “marketing is activity,set of institution,process for
creating,communicating,delivering and exchanging offering that have value for customers,clients,partners,and
society at large.”
Definition of marketing according to Dr. Augustine Fou,founder of Marketing Science Consulting Science
Consulting Group,Inc. is as follows : “ Marketing is the process of exposing target customers to a product through
appropriate tactics and channels,gauging their reaction and feedback, and ultimately facilitating their path to
purchase”.
From the results of the definitions described, the authors can conclude that marketing includes the process
of identifying human and social needs with the aim of satisfying customer needs and desires. The process of this
activity consists of creating products, communicating to customers and exchanging offers that have value for
customers to build customer relationships.

2.2 DEFINITION OF MARKETING MANAGEMENT

Marketing management is the process of planning and executing conceptions within an organization
including pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy
individual goals and achieve company goals. Companies need various ways to be able to regulate their marketing
activities to suit the company's predetermined goals, in this case the arrangement needed by the company is
marketing management.
Marketing management according to Djaslim Saladin and Herry Achmad Buchory (2010:10) is defined as
follows: “Marketing management is the analysis,planning,implementation and control of programs designed to
create,build and maintain exchanges that benefit the target market with intention to achieve organizational goals”.
Then reinforced by the opinion of Kotler and Keller (2016:27) about marketing management as follows on
the next page : “Marketing management as the art and science of choosing target markets and getting,keeping,and
growing customers through creating,delivering, and communicating superior customer value”.
Based on the above theory and the previous page, the author understands that marketing management is
the analysis, planning,implementation and control of programs to achieve organizational goals”.

2.3 PURCHASE DECISION

2.3.1 DEFINITION OF PURCHASE DECISION

According to Kotler (2007:223), purchasing decisions are stages taken by consumers before
making a decision to purchase a product. Then as a reinforcement of the opinion of Schiffman, Kanuk
(2004: 547), purchasing decisions are the selection of two or more alternative purchasing decision choices,
meaning that a person can make a decision there must be several alternative choices.

2.3.2 FACTORS INFLUENCING PURCHASE DECISION

Most large companies research consumer purchase decisions in detail to ask questions about what
the consumers buy, how they buy, how much they buy, and why they buy. This is because understanding

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