Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Pada Kaktus Coffee Place Yogyakarta
DOI:
https://doi.org/10.61476/q05ar074Keywords:
product, price, place, promotion, purchasing decisionAbstract
This study investigates the impact of product, price, place, and promotion on purchasing decisions at Kaktus Coffee Place Yogyakarta. The research employs a quantitative approach using purposive sampling, involving 101 respondents who have made purchases at Kaktus Coffee Place. Data were collected through online and offline questionnaires and analyzed using SPSS 25. The results of multiple linear regression analysis indicate that product, price, place, and promotion have a significant effect on purchasing decisions, both partially and simultaneously. The model demonstrates strong explanatory power, with an Adjusted R Square value of 0.735.
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Copyright (c) 2025 Helen Suwendi, Tanti Prita Hapsari, Reza Widhar Pahlevi (Author)
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