The Effect of Marketing Mix on Purchase Decisions: A Study at Chatime in Indonesia

Abstract

Beverages and food are essential needs for humans to survive. Then in Indonesia, bubble tea drinks are on the rise lately and the potential for tea to grow is high, because Indonesians enjoy drinking tea and sweet beverages. This condition stimulates and results in rapid growth of the franchise business. Increased opportunities and consumption of bubble tea beverages stimulate the emergence of new competitors, so in the face of such competition the company needs to develop the right marketing mix tactics and in accordance with the needs of consumers. This study aims to determine the influence of marketing mix with 7P dimensions (product, price, place, promotion, people, process, and physical evidence) on Chatime purchasing decisions on students in Bandung Indonesia and to find out the influence simultaneously and partially.The data analysis used is descriptive and multiple linear regression analysis with SPSS 23.The sampling technique used in this study is non-probability sampling with purposive sampling method.  Samples taken in this study are 400 respondents who had purchased Chatime products. Based on the results of this study, the company is advised to improve the product, price, place, promotion, people, process and physical evidence are improved, it will improve consumer purchasing decisions.