PENGARUH MARKETING MIX 7P TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KANCA COFFEE BOGOR.

Abstract

Persaingan industri coffee shop di Kota Bogor yang semakin meningkat mendorong pelaku usaha untuk menerapkan strategi pemasaran yang efektif dalam memengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan menganalisis pengaruh marketing mix (7P), yaitu product, price, place, promotion, people, process, dan physical evidence terhadap keputusan pembelian konsumen di Kanca Coffee Bogor. Penelitian menggunakan pendekatan kuantitatif melalui survei terhadap 130 responden dengan teknik convenience sampling. Analisis data dilakukan menggunakan Structural Equation Modeling-Partial Least Squares (SEM-PLS). Hasil penelitian menunjukkan bahwa physical evidence, promotion, place, product, dan people berpengaruh signifikan terhadap keputusan pembelian, sedangkan price dan process tidak berpengaruh signifikan. Di antara seluruh variabel, physical evidence merupakan faktor yang memiliki pengaruh paling besar terhadap keputusan pembelian konsumen. Berdasarkan hasil tersebut, implikasi manajerial difokuskan pada peningkatan aspek promotion dan place, mempertahankan keunggulan physical evidence, serta menjaga konsistensi kualitas product dan people guna meningkatkan daya saing dan keputusan pembelian konsumen di Kanca Coffee. Kata kunci: keputusan pembelian, Kanca Coffee, marketing mix 7P, SEM-PLS, coffee shop.

The increasing competition in the coffee shop industry in Bogor City has encouraged business owners to implement effective marketing strategies to influence consumers' purchase decisions. This study aims to analyze the effect of the 7Ps marketing mix, namely product, price, place, promotion, people, process, and physical evidence, on consumer purchase decisions at Kanca Coffee Bogor. A quantitative approach was employed using a survey of 130 respondents selected through a convenience sampling technique. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results indicate that physical evidence, promotion, place, product, and people have a significant effect on consumer purchase decisions, while price and process do not have a significant effect. Among all variables, physical evidence has the strongest influence on purchase decisions. Based on these findings, managerial implications focus on improving promotion and place, maintaining the competitive advantage of physical evidence, and ensuring the consistent quality of product and people to enhance Kanca Coffee's competitiveness and consumers' purchase decisions. Keywords: purchase decision, Kanca Coffee, 7Ps marketing mix, SEM-PLS, coffee shop.