<![CDATA[ABSTRAK Tujuan penelitian ini adalah untuk mengetahui pengaruh bauran pemasaran 7P terhadap keputusan pembelian Pada Pra, Masa, dan Pasca COVID-19. Subjek penelitian ini adalah toko Lezza Frozen Food Desa Bandar Setia. Pada penelitian ini, sampel yang digunakan berjumlah 50 orang yang merupakan konsumen Toko Lezza Frozen Food. Teknik pengambilan sampel menggunakan purposive sampling. Data diambil menggunakan skala Likert dan juga pertanyaan-pertanyaan seputar bauran pemasaran yang dapat dijawab sesuai dengan opini responden terhadap usaha tersebut. Teknik analisis data yang digunakan adalah uji validitas, uji reabilitas, uji normalitas, analisis regresi linear berganda, serta uji t dan uji f. Hasil dari penelitian ini adalah bahwa variabel produk, harga, lokasi, promosi, orang, proses dan bukti fisik berpengaruh positif dan signifikan terhadap keputusan pembelian pada Toko Lezza Frozen Food baik dari aspek pra, masa, dan pasca COVID-19. Konsumen Toko Lezza Frozen Food sangat memperhatikan kualitas dan kuantitas produk sebelum melakukan pembelian. Tidak hanya itu, konsumen juga membandingkan harga produk dari harga toko lain, memilih berbelanja ke toko tersebut karena lokasi toko yang mudah dijangkau, bersih dan nyaman untuk berbelanja. Serta memperhatikan pelayanan dan proses transaksi yang dilakukan oleh Toko Lezza Frozen Food. Kata Kunci: Bauran Pemasaran, Keputusan Pembelian, Makanan Beku, COVID-19. ABSTRACT The purpose of this study was to determine the effect of the 7P marketing mix on purchasing decisions in Pre, Period, and Post COVID-19. The subject of this research is the Lezza Frozen Food store in Bandar Setia Village. In this study, the sample used was 50 people who were consumers of Lezza Frozen Food Stores. The sampling technique used purposive sampling. Data was collected using a Likert scale and also questions about the marketing mix which can be answered according to the respondents' opinion of the business. The data analysis technique used is the validity test, reliability test, normality test, multiple linear regression analysis, as well as the t test and f test. The results of this study are that the product, price, location, promotion, people, process and physical evidence variables have a positive and significant effect on purchasing decisions at Lezza Frozen Food Stores both from pre, period and post COVID-19 aspects. Consumers at Lezza Frozen Food Shop are very concerned about product quality and quantity before making a purchase. Not only that, consumers also compare product prices from other store prices, choosing to shop at these stores because the store locations are easy to reach, clean and comfortable for shopping. As well as paying attention to the services and transaction processes carried out by the Lezza Frozen Food Store. Keywords : Marketing Mix, Purchase Decision, Frozen Food, COVID-19.]]>
