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All Journal Saintika Medika: Jurnal Ilmu Kesehatan dan Kedokteran Keluarga. EKSAKTA: Journal of Sciences and Data Analysis Masalah-Masalah Hukum Sains Tanah Jurnal Ilmiah Hukum dan Dinamika Masyarakat Jurnal Kebijakan dan Administrasi Publik Biocelebes Sriwijaya Law Review Jurnal Kesehatan Jurnal Ilmiah Universitas Batanghari Jambi Inovasi : Jurnal Ekonomi, Keuangan, dan Manajemen J-MAS (Jurnal Manajemen dan Sains) Majalah Ekonomi Jurnal Hilirisasi IPTEKS (JHI) JURNAL PRODUKTIVITAS PRIMA: Journal of Community Empowering and Services Stannum : Jurnal Sains dan Terapan Kimia Mahaguru: Jurnal Pendidikan Guru Sekolah Dasar Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Al-Muamalat: Jurnal Hukum dan Ekonomi Syari'ah CONCEPT Proceeding Biology Education Conference Refleksi Hukum: Jurnal Ilmu Hukum TECHSI - Jurnal Teknik Informatika NUSANTARA: Jurnal Pengabdian Kepada Masyarakat CEMERLANG :Jurnal Manajemen dan Ekonomi Bisnis Jurnal Pengabdian Masyarakat Indonesia (JPMI) Jurnal Riset Rumpun Ilmu Kesehatan (JURRIKES) Student Scientific Creativity Journal Jurnal Ilmiah Dan Karya Mahasiswa Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Yudistira Jurnal Ilmiah Ekonomi dan Manajemen International Journal of Economic Research and Financial Accounting JKAP (Jurnal Kebijakan dan Administrasi Publik) Kajian Ekonomi dan Akuntansi Terapan International Journal Of Health And Social Behavior Solusi Bersama : Jurnal Pengabdian Dan Kesejahteraan Masyarakat Edumaspul: Jurnal Pendidikan
Rahayu Rahayu
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Journal : Student Scientific Creativity Journal

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The Influence Of Marketing Mix (7Ps) On Purchasing Decisions At Estusae Café Trawas - Mojokerto Retno Dewi Safitri; Rahayu Rahayu; M. Syamsul Hidayat
Student Scientific Creativity Journal Vol. 1 No. 5 (2023): September : Student Scientific Creativity Journal
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/sscj-amik.v1i5.2141

Abstract

Competition in the culinary industry presents numerous challenges that influence a competitor's standard. As these factors impact consumer decisions, a comprehensive marketing approach is required to maintain market share and overcome competition. The purpose of this study is to investigate the influence of 7P marketing strategy variables (product, price, promotion, place, people, process, physical evidence) on consumer purchasing decisions at Estusae Cafe. A quantitative methodology was employed in this study utilizing purposive sampling. The target population was comprised of all patrons who have consumed products at Estusae Cafe. Data was obtained via questionnaires distributed to respondents selected via purposive sampling. To assess the correlation between 7P marketing strategy variables and consumer purchasing decisions, quantitative data analysis methods were applied using linear regression techniques. The results obtained (F-value of 24.221) from Table 2.10 confirm acceptance of Ha, indicating that all seven independent variables (7P) jointly or simultaneously influence the dependent variable, Estusae Cafe Trawas Purchasing Decision. Additionally, the correlation coefficient (R Square) is 0.648, suggesting that collectively, the 7P variables influence 65% of Estusae Cafe Trawas' Purchasing Decision. The research has revealed that the 7P marketing strategy holds significant importance in influencing consumer purchasing behavior. Such findings carry broader academic implications.
Co-Authors Ahmad Ridha Albetris, Albetris Amsal, Bahrul Andi Khaeruni Anselmus Boy Baunsele Asnidar Asnidar Aviva Hanum Siregar Ayuk Hardani B H Sunarminto Bambang Fajarisman Cherlita Anjani Devi Samsuddin Diana Novita Enggar Diah Puspa Arum Felix Andrian Fitriani Fitriani Gowon, Muhammad Gusti Ayu Kade Sutariati Haryati Sahrir Irma Suswati Iskandar Sam Iskandar Sam Ismi Zuhairah Kasnowo Kasnowo Khansadhia Afifah Wardana Kholis Roisah M. Syamsul Hidayat Meti Indrowati Muhammad Al Farisi Mujiyo Mujiyo Musthafa Luthfi Muthmainnah Muthmainnah Nahira Nahira Nasiruddin Nasiruddin Netty Herawaty Nurjannah Supardi Nurmala Kamal Omega Megarani Paisal Rahman Hutapea Pramadita Hasbullah Puguh Karyanto Rafika Gina Setiawan Rahmaniar Rahmaniar Rahmaniyah R Retno Dewi Safitri Rini Armin Ros Suryaningsih Ge’e Rukiana Novianti Putri Safran Safran Samsuddin Samsuddin Samsul Nurlette Slamet Santosa SRI RAHAYU Sri Rahayu Sumantri Sumantri Susilawati Susilawati Tamzil Azizi Musdar Tresjia C. Rakian Umrah Umrah Vania Lutfi Safira Erlangga Vingki Elisa Putri Vira Anggraini Widyatmani Sih Dewi Wilda Rahmatika D Yenny Ernitawati Yuhendri Putra