Hubungan Bauran Pemasaran 4P Terhadap Keputusan Konsumen Dalam Pembelian Bubuk Kopi Ida Sidikalang di Kabupaten Dairi

Abstract

This research aims to analyze consumer characteristics and examine the relationship between the 4P marketing mix and consumer decisions in purchasing Ida Sidikalang coffee powder. The sampling was conducted using the accidental sampling technique with a total of 50 respondents. Data analysis was conducted using the Spearman rank correlation test. The research results show that the characteristics of the respondents in this study are dominated by respondents aged over 30-35 years, most of them are of lower middle class descent, and have diverse work backgrounds. Most respondents are cosmopolitan consumers. All variables in the 4P marketing mix including product, price, place and promotion are proven to have a significant relationship with the decision to purchase Ida Sidikalang coffee powder. The relationship between product and place variables is in the medium category, promotion has a strong relationship, while price shows a very strong relationship.