Traditional marketing mix as a tools to improve consumer buying decision

Edric, Tandar (2022) Traditional marketing mix as a tools to improve consumer buying decision. Jurnal Nusantara : Aplikasi Manajemen Bisnis, 7 (2): 1. pp. 174-184. ISSN 2549-5291

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Everyone knows that living in this world we as a human individual have needs. According to [4] “The goal a person forms during his or her life ultimately serve the satisfaction of basic needs”. Currently in Indonesia, there are many companies and business that allows people to earn money. One of the various industries that produces a lot of earnings is the food and beverage service industry. Food and beverage services can be defined as the process of preparing and serving food and beverage to the customers. Additionally, currently a particular F&B service is on the rise in Indonesia, Coffeeshops, the number of coffeeshops in Indonesia has kept on growing and it can notably be seen by looking at various coffeeshops located everywhere in the past few years. A coffeeshop named Yakun Kaya Toast use in this research.The sample used in this study is 110 respondents. The research technique used is non-probability sampling with the snowball sampling method. For processing and analyzing data in this study, namely by using AMOS version 22.0 as software for data processing. This study has four hypotheses and all of them have significant results

Item Type: Article
Uncontrolled Keywords: Marketing Mix, Product, Price, Place, Promotion, Consumer purchase, Buying decision
Subjects: Administration & Management > Productivity
Economics and Business
Economics and Business > Domestic Commerce, Marketing, & Economics
Economics and Business > Consumer Affairs
Depositing User: - Dina -
Date Deposited: 06 Jul 2023 08:38
Last Modified: 06 Jul 2023 08:38

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