ANALISIS PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE CUPFEE DI PONTIANAK

Abstract

The aim of this research is to determine whether the variables of product, price, place, promotion, people, physical evidence, and process influence purchasing decisions at Cupfee cafe. This type of research is an associative study with a quantitative approach. The population of this research is the customers of Cupfee cafe. The sampling technique used is purposive sampling with the criteria of having purchased products directly from Cupfee cafe at least 2 times a month. The sample size is 80 people. The quantitative data analysis technique used is multiple linear regression analysis using SPSS version 25. Based on the data processing results, the marketing mix aspects consisting of product, price, place, promotion, people, physical evidence, and process (x) were found to simultaneously influence purchasing decisions. Partial testing also showed that only the product and physical evidence variables had a significant influence on purchasing decisions.