PENGARUH BAURAN PEMASARAN (7P) TERHADAP KEPUTUSAN PEMBELIAN SUPERMAMA FROZEN FOOD

The increasing dynamics of society has led to changes in lifestyle, including a shift in food consumption patterns from using fresh food ingredients to partially frozen food products. Frozen food products are an alternative choice for households to meet their food needs. Currently, frozen food products vary so that it requires consumers to be able to choose the best processed food products. This study aims to analyze the effect of the marketing mix on purchasing decisions . This research was conducted at Jl.Comal IV No.19, Bunulrejo, Kec. Blimbing, Malang City. The sampling technique used in this study was Non Probability Sampling using the convenience sampling method. The data analysis technique used is multiple linear regression analysis using SPSS 23. The data collection technique uses the methods of observation, interviews, and documentation. This study uses primary data with secondary data. The results of this study are, the calculated F value is 51,324 > F table 2.122 and the significance level is 0.00, meaning the significance value is less than < 0.05. So that products, prices, promotions, places, people, physical evidence and processes together have a significant influence on consumer purchasing decisions. Furthermore, based on the results of the t test, it shows that each of the products, prices, promotions, places, people, physical evidence and processes partially has a significant effect on consumer purchasing decisions at Supermama Frozen Food