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All Journal Jurnal Inovasi Ekonomi
Akhmalia, Dina Garnida
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Economics, Econometrics & Finance Social Sciences

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The influence of marketing mix on purchase decisions Akhmalia, Dina Garnida
Jurnal Inovasi Ekonomi Vol. 8 No. 02 (2023): October
Publisher : Center for Economics, Business and Entrepreneurship Development Faculty of Economics and Business, Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jiko.v8i02.21313

Abstract

This study investigates the impact of the marketing mix—product, price, place, and promotion—on purchasing decisions at Warung Ketan Susu Tasikmalaya. Using a quantitative approach, data from 100 consumers were analyzed through multiple linear regression. Results show that product quality positively influences purchases, while higher prices deter them. Location convenience and effective promotions also play significant roles. These findings offer actionable insights for enhancing business strategies and driving sales in competitive markets.
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