Analisis Proses Keputusan Pembelian Konsumen Bisnis CV. Pelangi Nusantara Purwakarta
The sales product result of CV Pelangi Nusantara’s from 2012 until 2017 was fluctuated, even in 2016 tended to decrease.This problem was allegedly caused by competition and Customer Relationship Management (CRM). CV Pelangi Nusantara has 30 business customers. They are within Business to Business (B2B) relationship. This type of the relationship has several differences than Business to Consumer (B2C) one. The price and all variables that influenced all business consumer purchasing decision in previous study were belong to marketing mix and CRM.The objective of the study is finding out the other subvariables of marketing mix and CRM, which are expected to improve business consumer purchasing decision. This study applied quantitative, survey, descriptive, and verificative. The sample of population were all 35 business customers of Pelangi Nusantara. The hypothesis of this study was tested by multiple correlation and regression. The marketing mix partially has no significant impact on the purchasing decision process. CRM partially has significant impact on purchasing decision process. Marketing mix and CRM simultaneously have significant impact on purchasing decision process.