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The main purposes of this study are to study and analise: (1) The
promotion mix performed by batik Company of IrmaSasirangan, (2) How far the
promotion mix influence the consumer purchase decision process, and (3) The
factor of promotion mix which gave the highest influence toward Consumer
purchase decision process at batik Company of IrmaSasirangan in Banjarmasin
city.This research was conducted using survey method, in order to find out about
the costumer response responses upon the research object. In order to measure how
deep and the relationship between the promotion mix and customer purchase
decision process, this research used Path analysis as a tool.
Kata Kunci : bauranpromosi, proses pembeliankonsumen
