ANALISIS KEPUTUSAN PEMBELIAN ONLINE KOPI KENANGAN DITINJAU DARI PENGARUH MARKETING MIX
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 research uses descriptive quantitative method. Sampl...
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2021-02-03.
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| 520 | |a 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 research uses descriptive quantitative method. Samples were taken as many as 100 respondents with probability sampling method. Data collection was carried out by distributing questionnaires. The data analysis technique used is descriptive analysis and inferential analysis with the analytical tool used is PLS (Partial Least Square). The results of data analysis indicate that price, place, promotion and physical evidence have a significant effect on purchasing decisions. For product, person and process variables have no effect on purchasing decisions. The R-Square result of the purchase decision is 0.661 indicating that the research model 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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