Penelitian ini bertujuan untuk menganalisis pengaruh Marketing Mix (4p) terhadap Attitude, menganalisis pengaruh Satisfication terhadap Attitude dan menganalisis pengaruh Attitude terhadap Purchase Intention. Analisa yang digunakan dalam penelitian ini adalah metode Path Analysis, dimana sebelumnya dilakukan uji validitas, reliabilitas. Berdasarkan hasil perhitungan model hubungan sub struktur pertama menunjukkan bahwa variabel Marketing mix terhadap Attitude berpengaruh secara signifikan, hal tersebut diperoleh berdasarkan nilai sig sebesar 0.034, dimana nilai tersebut kurang dari 0.05 dan artinya tolak H0 (ada kontribusi variabel Marketing Mix terhadap Attitude secara signifikan) dengan nilai Beta sebesar 0.241. Pada model hubungan sub struktur pertama menunjukkan bahwa variabel Satisfaction terhadap Attitude berpengaruh secara signifikan, hal tersebut diperoleh berdasarkan nilai sig sebesar 0.040, dimana nilai tersebut kurang dari 0.05 dan artinya tolak H0 (ada kontribusi variabel Satisfaction terhadap Attitude secara signifikan) dengan nilai Beta sebesar 0.234. Besaran pengaruh variable Marketing Mix dan Satisfaction terhadap Attiude sebesar 17,7%, dimana nilai tersebut diperoleh dari hasil R2 yang nilainya adalah 0,177. Pada model hubungan variabel Attitude terhadap Purchase Intention berpengaruh secara signifikan, hal tersebut diperoleh berdasarkan nilai sig sebesar 0.005, dimana nilai tersebut kurang dari 0.05 dan artinya tolak H0 (ada kontribusi variabel Attitude terhadap Purchase Intention secara signifikan) dengan nilai Beta sebesar 0.277 dan diketahui nilai R2 sebesar = 0,077 atau 7,7%.

This study aimed to analyze the influence of marketing mix (4p) for attitude, analyze the influence satisfication to analyze the influence of attitude and attitude towards purchase intention. The analysis used in this study is the method of Path Analysis, which previously tested the validity, reliability. Based on the calculation model of the relationship first sub-structure indicates that the variable marketing mix to significant influence attitude, it is obtained based on the value of sig of 0.034, where the value is less than 0.05 and a means to reject H0 (no contribution to the Marketing Mix variables significantly Attitude) by Beta value of 0.241. In the sub-structure relationship model both show that the variables Satisfaction significant influence on the attitude, it is obtained based on the value of sig at 0.040, where the value is less than 0.05 and a means to reject H0 (no contribution to the attitude variables significantly Satisfaction) with a Beta value of 0.234 , The magnitude of the effect of variable marketing mix and satisfaction to attiude by 17.7%, where the value obtained from the R2 whose value is 0.177. In the variable relationship model attitude towards purchase intention significant influence, it is obtained based on the value of sig of 0005, where the value is less than 0.05 and that means reject H0 (no contribution of variable attitude towards purchase intention significantly) with a Beta value of 0.277 and known value R2 = 0.077 or 7.7%.

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