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The Management Journal of Binaniaga
Published by STIE Binaniaga
ISSN : 25274317     EISSN : 2580149x     DOI : -
Core Subject : Economy, Science, Education, Social,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences
Arjuna Subject : -
Articles 91 Documents
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Purchasing Decisions Through the 4C ​​Marketing Mix (To Customers of The Gade Coffee & Gold Bogor) Ibnu Muttaqin; Hirayanti Hutabarat
The Management Journal of Binaniaga Vol 7, No 1 (2022): June 2022
Publisher : Universitas Binaniaga Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33062/mjb.v7i1.505

Abstract

This research purposes to determine the effect of the 4C marketing mix on the purchasing decisions of the customers of The Gade Coffee & Gold Bogor. This research uses a quantitative approach with research data collection through questionnaires. The population in this research were all customers of The Gade Coffee & Gold Bogor and the sample used was 150 respondents with accidental sampling technique. The results showed that partially customer value, cost to customer, convenience and communication had a positive and significant effect on purchasing decisions. Meanwhile, simultaneously, the 4C marketing mix has a positive and significant effect on purchasing decisions. 

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