Analisis Keputusan Pembelian Online Kopi Kenangan Ditinjau dari Pengaruh Marketing Mix

Muhammad Rafliatha · Suharyati Suharyati · Lina Aryani

6 citations0/0 files storedKonferensi Riset Nasional Ekonomi Manajemen dan Akuntansi

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Consumer Behavior and Marketing Influence Consumer Retail Behavior Studies SMEs Development and Digital Marketing

Abstract

Kopi Kenangan is a coffee shop in Indonesia that was founded in 2017 with a coffee-to-go concept. The purpose of this study was to determine and analyze whether the marketing mix has an effect on online purchasing decisions for Kopi Kenangan. This search uses descriptive quantitative method. Samples were taken as many as 100 respondents with probability sampling method. Data collection was carried out by disturbing questionnaires. The data analysus technique used is descriptive analysis and inferential analysis with the analytical tool used is PLS (Partial Least Square). The result of data analysis indicate that price, place, promotion and physical evidence have a significant effect on purchasing decisions. The R-Square result of the purchase decisions is 0.661 including that the research method is very strong and means that the marketing mix together has a significant contribution to purchasing decisions at Kopi Kenangan by 66.1%

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