JER
Vol. 6 No. 1 (2023): March-August

The Effect of Islamic Marketing Mix Strategy on Purchasing Decisions at Waroeng Steak and Shake in the Special Region of Yogyakarta

Rafi Evan Adi Hartawan (Universitas Islam Indonesia)
Muchsin Muthohar (Universitas Islam Indonesia)

Article Info

Publish Date
16 Aug 2023

Abstract

This study aims to identify the effect of Islamic marketing mix (7p) on purchasing decisions at Waroeng Steak and Shake in the Special Region of Yogyakarta. This study uses a non-probability purposive sampling technique in collecting sample data. Primary data collected in this study amounted to 250 respondents. Then this study used statistical analysis techniques Structural Equation Modelling (SEM) with Smar tPLS software version 3.2.9. The results of the data analysis show that several factors of the Islamic marketing mix variable (7p), namely price, people, place, promotion, and process, have a positive and significant influence on purchasing decisions. Meanwhile, products and physical evidence do not have a positive and significant influence on purchasing decisions at Waroeng Steak and Shake in the Special Region of Yogyakarta.

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Journal Info
JER
Website

Abbrev

JER

Publisher

Universitas Muslim Indonesia

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Economic Resource_(JER) is open access. This journal is published in _ March & September. Journal of Economic Resources|e-ISSN 2620-6196] is a peer-reviewed journal published twice a year (March & September) by the Faculty of Economics and Business, Universitas Muslim Indonesia_UMI. Journal ...