Analysis of Product, Price, Place, Promotion, Process, Physical Evidence and People on Purchase Decisions at Bakso Spycy Jember
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This study aims to determine the influence of marketing mix elements consisting of Product, Price, Place, Promotion, Process, Physical Evidence, and People on consumer purchase decisions at Bakso Spycy Jember. The research method used is quantitative with a survey approach, through the distribution of questionnaires to 80 respondents selected using purposive sampling techniques, questionnaires are distributed online using google forms. Data analysis was carried out using validity tests, reliability tests, normality tests, multicollinearity tests, heteroscedasticity tests, multiple linear regression analysis, determination coefficient tests, t-tests, F-tests using SPSS 26. The results of the simultaneous test showed that the seven independent variables had a significant effect on the purchase decision. Meanwhile, partially, the variables Price, Place, Physical Evidence, and People were shown to have a significant effect, while the variables Product, Promotion, and Process had no significant effect. This finding implies that culinary business actors, especially Bakso Spycy Jember, need to focus their marketing strategies on aspects that have been proven to have a significant influence on improving consumer purchase decisions
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