THE EFFECT OF MARKETING MIX ON PURCHASING DECISIONS IN FAST FOOD RESTAURANTS (CASE STUDY IN POPEYE CHICKEN EXPRESS, SURAKARTA)

Abstract

This research was purposed to describe the implementation of the marketing mix and its influence on consumer purchasing decisions in fast food restaurants. The research was conducted at Popeye's Chicken Express outlet in Surakarta. The location and sampling determination are purposive with the number of respondents as many as 80 people. The method used was a survey, which consists of presurvey and surveys. Variables analyzed include independent variables, namely the marketing mix consisting of the product (X1), price (X2), promotion (X3), place (X4), people (X5), process (X6), and the physical evidence (X7) also dependent variable, namely the purchase decision (Y).

Data analysis was conducted in this research, which uses a questionnaire test (validity and reliability) and normality and multiple linear regression analysis followed by a test of determination (R²), F test, t-test, and classical assumption. The questionnaire test showed valid and reliable results. The normality test conducted by Kolmogorov-Smirnov showed normal distribution of data. Multiple linear regression equation Y= 3,006 + 0,164 X1 + 0,214 X2 + 0,119 X3 + 0,495X4 + (-0,167) X5 + 0,569 X6 + 0,151 X7. The coefficient of determination (R²) of 0,655, meaning that the dependent purchase decisions variable is influenced by the marketing mix variable amounted to 65,5%. Analysis showed that the variable of marketing mixes simultaneously affects the purchase decision. A marketing mix consisting of variable place and process has a significant effect on consumer purchasing decisions, while variable product, price, promotion, people, and physical evidence do not have a significant effect partially.