The influence of marketing mix on purchase decisions

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.