Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Mixue Cabang Semolowaru Surabaya Timur. (The Influence of Marketing Mix on Purchasing Decisions at Mixue Semolowaru Branch, East Surabaya).

Ariputri, Resty Kusumawardhani (2023) Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian di Mixue Cabang Semolowaru Surabaya Timur. (The Influence of Marketing Mix on Purchasing Decisions at Mixue Semolowaru Branch, East Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

At this time many people opened various online and offline businesses, one of which was a business in the F&B sector. Opening a business today will be a great opportunity to generate profits, this will happen if the company can implement the Marketing Mix strategy properly. Marketing Mix is a tactical marketing tool that is integrated by the company to produce the response desired by the target market. The marketing mix strategy that is currently widely used is the 7P marketing mix namely, Product, Place, Price, Promotion, Physical Evidence, People, and Process. Surabaya is one of the cities in Indonesia that has the most new business developments during the current economic recovery, especially in the F&B sector. Therefore, this study will try to explain further about the influence of the Marketing Mix on Purchase Decisions at the Mixue Semolowaru branch, East Surabaya. This study uses a quantitative method, using a media questionnaire as a research instrument. The population in this study were the customers of Mixue Semolowaru branch, East Surabaya and the people of East Surabaya who knew about Mixue, Semolowaru branch, East Surabaya. This study used a purposive sampling method as a sampling technique and determined 100 respondents to be sampled. The data analysis technique used is multiple linear regression analysis. The results obtained from the research data analysis test show that the Product, Price, and People variables partially have a positive and significant effect on the Purchase Decision, while the Place and Promotion variables have a negative and significant effect on the Purchase Decision, while Physical Evidence and Process partially have no effect positive and significant to the Purchase Decision while simultaneously the Marketing Mix has a positive and significant effect on the Purchase Decision. Keyword : Marketing Mix, Product, Place, Price, Promotion, Physical Evidence, People, Process, Purchase Decision.

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