PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA TOKO KUE PURIMAS 3 SURABAYA

Abstract

The development of cake industry encourages the businessman to be able to compete in order to survived and grow. As an example, at Purimas 3, the promotional activities were less intense but the product were still purchased by the consumers. The research aimed to determine the effect of marketing mix on the buying decisionsof Purimas 3. Marketing mix is a strategy which company use in related to the way of company presents the product offers at the market target segment. While, the population was all consumers of Purimas 3 with 98 respondents as sample. Moreover, the data collection technique used accidental sampling. Furthermore, the data used primary. In line with, the instrument used questionnaires, which was directly given to consumers. In addition, the research result concluded price, product, place, promotion, and physical evidence had significant level of ≤ 0,05. It meant, they influenced the buying decision. As conclusion, for Purimas 3, it was expected to pay attention to price, product, place, promotion, and physical evidence as it could affect the consumers buying decisions. For further research, additional variables could be analyze in order to expand it.

Keywords: price, product, place, promotion, physical evidence, buying decision