In the recent year, Indonesia government has been improving the
infrastructure and this plan will continue until the upcoming years. The ongoing
infrastructure development becomes an opportunity for the steel industry to grow,
as the local needs for steel should be increasing. Steel companies need to prepare
their marketing to attract the construction companies that the construction
companies are the one who will be authorized to do the development. Steel
companies as seller and construction companies as buyer make this research a B2B
case. This researcher is done to know whether steel companies' marketing mix,
consist of product, price, promotion, and place, simultaneously affect the purchase
intention of construction companies and whether the marketing mix elements
individually significant affecting the purchase intention.
The respondents are the purchasing division in the construction companies.
The researcher able to gather 92 respondents. The data have passed the validity,
reliability, and classical assumption tests. In this research, F-test, T-test and
Adjusted R Square are done to answer the research questions. The results show that
marketing mix simultaneously significant in affecting the purchase intention. From
4 marketing mix elements, only product and price that significant in affecting the
purchase intention individually.