PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUTUSAN PEMBELIAN MIXUE ICE CREAM & TEA (Studi Kasus di Jalan Usman Sadar Gresik)

Ananda Yovinta Addini; Rezza Vitriya

doi:10.59179/jek.v9i01.118

Ananda Yovinta Addini STIE NU Trate Gresik
Rezza Vitriya Sekolah Tinggi Ilmu Ekonomi NU Trate Gresik

DOI: https://doi.org/10.59179/jek.v9i01.118

Keywords: Keywords: product; price; place; promotion; person; process; physical evidence; buying decision

Abstract

Examining how the 7 Ps of marketing—product, price, location, promotion, people, process, and physical evidence—affect consumers' final choices to buy is the primary goal of this study. The focus of this research is Mixue Ice Cream & Tea customers on Jalan Usman Sadar Gresik. One hundred pieces of data were culled from surveys using purposive and non-probability sampling methods. Statistical test version 26 was used for data analysis, specifically multiple linear regression analysis. Location and promotions did not have a significant impact on buying choices for Mixue Ice Cream & Tea, according to the t test findings. On the other hand, product, pricing, people, process, and physical evidence all had positive and significant influences. Product, pricing, location, marketing, people, process, and physical evidence all play a role in determining whether or not someone buys Mixue Ice Cream & Tea, according to the f test findings.

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