Marketing Strategy based on Analysis of Marketing Mixture on Consumer Purchase Decisions in the Area of Dermo Café Coffee, Malang, Indonesia

This research was conducted in November 2018 in the Dermo Café Malang area, Indonesian coffee products are one of the superior coffees in the world. Even Indonesia's production is included in the top 3 coffee producing countries besides Brazil and Vietnam. One potential coffee business is the spread of coffee cafes. This happens in Malang city in certain regions. Research aims to: (1) Analyze the influence of marketing mix variables (Product, Promotion, Price, Place, People, Physical Evidence, Process) as a whole on consumer purchasing d ecisions of coffee products in the cafe area kopi Dermo, Malang; (2) Analyzing marketing mix variables (Product, Promotion, Price, Place, People, Physical Evidence, Process) The sample of this study is 200 respondents who are consumers of coffee cafes at t he research location. The research method that will be used is 1) descriptive analysis, 2) SEM analysis. The results obtained that all marketing mix variables include product variables, promotion variables, price variables, place variables, people variable s, physical evidence variables, process variables influence the decision to purchase coffee in the Dermo coffee shop in Malang. However, there is one variable that has a negative effect, namely the variable person because for consumers, the appearance of e mployees, service friendliness is not very influential on consumers in buying coffee product