PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN DI MASA PANDEMI COVID-19 (Studi Kasus Pada Grandfather Coffeeshop Surabaya)

Abstract

Since more developed and modern economy growth occurs, at present, provides the business world with rapid and fast advancement. As this point, Food and Beverages companies became one of the business features which most wanted, especially Coffee Shop. This research aimed to examine how much the effect of marketing mix on buying decisions within the pandemic of Covid-19 at Grandfather Coffee Shop, Surabaya. Some factors affect buying decisions, namely product, price, location and promotion. Moreover, the population was consumers of Coffee Shop. Furthermore, the data were primary with questionnaires as the instrument in data collection technique. While, the data collection technique used multiple linear regression with SPSS 20. The research result showed that product, price, location and promotion could be used to measure consumers’ buying decisions. Meanwhile, partially, the testing result had concluded that each variable had a significant effect on the buying decisions of Grandfather Coffee Shop, Surabaya. In addition, it indicated thet the better the product, price, location and promotion was, the more effects would influence the increase of buying decisions.
Keywords : product, price, location, promotion, buying decisions