Analisis Pengaruh Bauran Pemasaran (Marketing Mix 7p) Terhadap Keputusan Pembelian Teh Artisan di Kota Medan

Abstract

This study aims to determine the effect of the 7P marketing mix consisting of product, price, place, promotion, people, process and physical appearance on purchasing decisions for artisan tea in Medan City. The determination of the research location was carried out purposively, while the determination of the sample in the study was carried out using a non-probability sampling method with accidental sampling type. The analysis method used in this research is Structural Equation Model-Partial Least Square (SEM-PLS) analysis and the data is processed with the help of the SmartPLS-3 program. The results of this study indicate that among the 7 marketing mix variables, there are 3 variables that have a significant effect on purchasing decisions for artisan tea in Medan City, namely price, process and physical appearance variables