PENGARUH KOMUNIKASI PEMASARAN DAN BUKTI FISIK TERHADAP KEPUTUSAN PEMBELIAN PADA KAFE WARSU 2 MALANG

This study aims to determine the effects of marketing communications and physical evidence to purchase decision at cafe Warsu 2 Malang. The population of this study was the first consumer making a purchase. The samples of this study were the respondents aged 18 to 45 years old, both male and female, who first made a purchase at Café Warsu 2. The sampling technique used in this study was incidental sampling with a sample of 100 respondents. The data analysis technique used was Multiple Linear Regression. The results of the study were: (1) marketing communications and physical evidence had simultaneous effects on purchase decisions with 8,924 of Ftable value. (2) marketing communication had a significant effect on purchase decisions with a Tcount of 2.735 and a significant value of 0.007; (3) Physical evidence significantly influenced purchase decisions with Tcount of 2,240 and significance of 0.027. (4) Marketing communication became the most influential variable on purchase decision in cafe Warsu 2 Malang with beta value equal to 0,268