Pengaruh Marketing Mix 7P terhadap Keputusan Pembelian Prolog Kopi Lodaya Bogor

Abstract

Persaingan bisnis coffee shop yang semakin meningkat mendorong perusahaan menerapkan strategi pemasaran yang efektif untuk meningkatkan keputusan pembelian konsumen. Penelitian ini bertujuan mengidentifikasi persepsi konsumen, menganalisis pengaruh marketing mix 7P terhadap keputusan pembelian, serta menyusun rekomendasi strategi pemasaran pada Prolog Kopi Lodaya Bogor. Penelitian menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) terhadap 206 konsumen yang dipilih menggunakan teknik purposive sampling pada periode Maret-Juli 2026. Hasil penelitian menunjukkan persepsi responden terhadap variabel marketing mix 7P tergolong tinggi. Product, price, place, people, dan process berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan promotion dan physical evidence tidak berpengaruh signifikan. Variabel people memiliki pengaruh paling besar terhadap keputusan pembelian konsumen. Dari hasil tersebut, perusahaan perlu peningkatan pelayanan dan proses operasional, mempertahankan kualitas produk, harga, serta lokasi untuk meningkatkan keputusan pembelian.

The increasing competition in the coffee shop industry encouraged businesses to implement effective marketing strategies to enhance consumers' purchasing decisions. This study aimed to identify consumer perceptions, analyze the effect of the 7P marketing mix on purchasing decisions, and formulate marketing strategy recommendations for Prolog Kopi Lodaya Bogor. A quantitative approach with Structural Equation Modeling–Partial Least Squares (SEM-PLS) was employed using data from 206 consumers selected through purposive sampling during the March-July 2026 period. The results showed that consumer perceptions of the 7P marketing mix were high. Product, price, place, people, and process had positive and significant effects on purchasing decisions, while promotion and physical evidence had no significant effects. The people variables were the most influential factors. Therefore, the company was recommended to improve service quality and operational processes while maintaining product quality, pricing, and location.