Hubungan Bauran Pemasaran dengan Keputusan Konsumen dalam Pembelian Kopi Jajjan Indonesia di Kota Medan

Abstract

Mobile coffee is an innovation in running a business amidst the rise of new contemporary coffee businesses. Kopi Jajjan Indonesia is the pioneer of mobile coffee with the first electric cart in Medan City. With this innovation, this study was conducted with the aim of identifying consumer characteristics and analyzing the relationship between the 7P marketing mix (Product, Price, Location, Promotion, People, Process, Physical Evidence) with consumer decisions in purchasing Kopi Jajjan Indonesia in Medan City. The data collection method was carried out by distributing questionnaires to 80 respondents, with an accidental sampling method. Data analysis was carried out using the Spearman Rank Correlation test. The results of the study showed that consumers of Kopi Jajjan Indonesia in Medan City were dominated by women, and had an income of IDR 1,000,000-IDR 5,000,000. All elements of the marketing mix product, price, place, promotion, people, process, and physical evidence show a significant relationship with consumer purchasing decisions. A strong relationship was found between the variables of people and physical evidence with consumer purchasing decisions. The variables of product, price, promotion, and process showed a fairly strong relationship with purchasing decisions, while the place variable showed a very weak relationship. This study recommends improving services, especially in location strategies that require easier access for consumers. Therefore, this research is expected to serve as input and a reference for better improvements by the Kopi Jajjan Indonesia brand in Medan.