Main Article Content
The study was aimed to examine attitudes and marketing mix associated with the decision on purchase of secondhand products imported from Japan of the consumers in Southern Region. The study was quantitative research. The samples were 400 consumers in Southern Region who purchased secondhand products from Japan. The statistics employed for data analysis included mean, standard deviation and multiple regression analysis. The findings revealed that the attitude of the consumers, the respondents emphasized understanding the most ( = 4.15), followed by feeling ( = 4.06) and behavior ( = 4.04), respectively. Speaking of the marketing mix, the respondents mostly focused on promotions ( = 4.23), followed by products ( = 4.08), prices ( = 4.04) and places ( = 4.02), respectively. The attitudes and marketing mix affected decision on purchase of secondhand products from Japan with significance at 0.05.
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