Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal International Journal of Economy, Education and Entrepreneurship (IJE3)
Widyaswari, Farah Adelia
Unknown Affiliation
Economics, Econometrics & Finance Education Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
THE EFFECT OF MARKETING MIX ON PURCHASE DECISIONS AT MIXUE : CASE STUDY OF MIXUE MOJOKERTO OUTLET Widyaswari, Farah Adelia; Winarno, Sri Tjondro; Roidah, Ida Syamsu
International Journal of Economy, Education and Entrepreneurship (IJE3) Vol. 4 No. 1 (2024): International Journal of Economy, Education and Entrepreneurship
Publisher : Yayasan Education and Social Center

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53067/ije3.v4i1.240

Abstract

There is a phenomenon of massive expansion by Mixue in Indonesia.  The Mixue company has proven to be aggressive in expanding new outlets in Indonesia.  According to one expert in marketing strategy, the mixue-ization phenomenon occurred because Mixue succeeded in applying the concepts of marketing strategy appropriately. In this case, Mixue succeeded in using the four marketing mix variables namely price, product, place, and promotion well. However, along with its development to dominate the market share quite rapidly, Mixue now looks only crowded for a moment and many outlets are threatened with closure.This study was conducted with the aim of analyzing the effect of marketing mix 7P  on  purchase decisions at Mixue Mojokerto Outlet. The data analysis used in this study used SEM-PLS analysis with the WarpPLS approach. The use of the PLS method as an analysis technique has the advantage that the sample used does not have to be large and can be used in developing a theory.  The sample used amounted to 50 respondents who were consumers with more than 17 years of age with minimum one time purchasing at Mixue Mojokerto Outlet. The sampling employed nonprobability with a purposive sampling technique. The results of this study indicate that product, price, place, promotion, people, process and physical evidence has a positive and significant effect on purchase decision at Mixue Mojokerto Outlet
Co-Authors Ida Syamsu Roidah, Ida Syamsu Sri Tjondro Winarno, Sri Tjondro