Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian pada Apresio Coffee

Abstract

The digital era has made the business world develop and experience very tight competition. This can be seen in the emergence of companies that attract the market and seek consumers' attention through various updates displayed in the products or services they sell. In competition, things that can influence consumer purchasing decisions are critical planning based on the concept of the marketing mix. Marketing mix tools include price, promotion, location and product. All these factors have a significant role. The price factor has a significant role in influencing consumer purchasing decisions for a product, which can determine the marketing success of existing products. This research aims to see how significant marketing mix tools contribute to purchasing decisions at Apresio Coffee Malang. The research method used in this research is quantitative descriptive, which analyzes data obtained from questionnaires addressed to Apresio Coffee Malang customers and then describes the results of the data analysis obtained. The results show that the marketing mix makes a major contribution to purchasing decisions. This is shown from the research results, where half of the respondents answered that they strongly agreed with the given variables. Moreover, the variable with the most strongly agreed answer is the price variable.