MARKETING MIX and SOCIO-ECONOMIC ANALYSIS OF COFFEE PURCHASING IN NAKOA PANJAITAN MALANG

Abstract

Abstract

          Purchasing activities, as one of the important activities in a transaction, are influenced by various factors. This underlines the importance for producers to know the determining factors that influence the purchase of coffee drinks at Nakoa Panjaitan Malang. In particular, Nakoa Panjaitan coffee has attracted the attention of students and professionals because of its complete menu and excellent facilities.

          The general objectives of this research are twofold. First, this research seeks to comprehensively investigate and measure the impact of the marketing mix, which includes product, price, place and promotion, on consumer purchasing decisions in the dynamic atmosphere of the Nakoa Panjaitan cafe. Second, this research carefully explores the major influence of socio-economic factors, which are packaged in the concept of "social economy", on the complexity of the consumer purchasing decision process at the Nakoa Panjaitan cafe.

The methodological choice of Nakoa Panjaitan Malang as the research location was carried out deliberately, driven by its strategic position on Jl. Major General Panjaitan No.75, Penanggungan, District. Klojen, Malang City, East Java 65113. This choice was motivated by the cafe's strategic location and popularity among various customer segments.

Keyword:CoffeePurchases,ConsumerBehavior,Marketing Mix,Nakoa Panjaitan Malang,Socio-economicFactors,MultipleLinearRegression,CoefficientofDetermination,FTest,TTest,Gender,

nfluence,Education Level and Place Perception .