Analisis Pengaruh Bauran Pemasaran (7P) Terhadap Keputusan Pembelian Pada Rumah Makan Nasi Bakar Bilmar Adam (Studi Pada Konsumen Nasi Bakar Bilmar Adam di Kecamatan Kumai Provinsi Kalimantan Tengah)

Abstract

Abstract

In recent years the growth of the restaurant industry has grown rapidly, with the growing need for food to meet its primary needs. The more food businesses that have just opened have resulted in more variations in the choice of places for consumers to choose where to eat. Many aspects can influence consumer purchasing decisions, one of which is by implementing a marketing mix strategy. This study aims to determine the effect of the marketing mix (7P) on purchasing decisions at Bilmar Adam Fuel Rice Restaurant. The population in this study were consumers of Bilmar Adam Fuel in March 2020 as many as 538 consumers with a total sample of 84 respondents selected using accidental sampling techniques. Testing the hypothesis in this study using multiple linear regression analysis. The results showed that the product, price, place, promotion, people, physical evidence, and process variables simultaneously affected the purchasing decision. Product, price, place, promotion, people, physical evidence, and process variables have a positive and significant effect on purchasing decisions.

 

Keywords: Marketing Mix (product, price, place, promotion, people, physical evidence, and process) of purchasing decisions.