<![CDATA[The financial turmoil and price hikes of daily necessities are forcing people to spend less and less, and shopping at retail stores is no exception. As a result, consumers are very careful before deciding to buy. In Palangka Raya, Bakti Putramu Shoe Store has actually relied on social media advertising and discounts, but their effectiveness still needs to be examined further. Various previous studies even show mixed results regarding how far the marketing mix from product, price, promotion, to location determines consumer choice. Therefore, this study was designed to assess the impact of each marketing mix element on purchasing decisions at the store. Using a quantitative approach, researchers recruited 96 respondents through accidental sampling technique (non probability), then processed the data using SPSS version 27. Information collection was carried out through field observations, interviews, questionnaires, and documentation. It turned out that, separately, product, price, promotion, and location each contributed positively and significantly to the purchase decision; and when combined, the four variables were also proven to simultaneously influence consumer choice significantly.]]>
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