PENGARUH MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN DI MENANTEA CABANG SIDOARJO

The world of business competition is getting tougher because many new businesses have sprung up. The right marketing strategy can also help retain and attract customers to buy the products offered. One of the marketing strategies that must be considered is the marketing mix. The marketing mix consists of product, price, promotion, place, people, process and physical evidence, so that the marketing mix has seven factors (7P) developed from the traditional 4P marketing mix. This study aims to see how the existing marketing mix in Menantea Sidoarjo and how it affects it. This research is a quantitative research and causal associative research type. The sampling technique used purposive sampling method with the number of questionnaires distributed to 100 respondents and analyzed using SEM-PLS with the help of SmartPLS software. The results showed that Menantea Sidoarjo had 26 products with a price of 15.000-28.000. Promotions that are carried out are creating content and giving discounts. Menantea Sidoarjo is located in the middle of Sidoarjo City and has 7 employees. The payment and ordering processes as well as the decoration of Menantea Sidoarjo are good. Based on the analysis that has been done, the product and place variables have the most significant influence on purchasing decisions at Menantea Sidoarjo, while for the price, promotion, people, process and physical evidence still have an effect but not significant on purchasing decisions at Menantea Sidoarjo