The influence of the marketing mix on purchasing decisions at Ayudya Catering

Lina, Inayatur Rohmah The influence of the marketing mix on purchasing decisions at Ayudya Catering. [Tugas Akhir/Skripsi] (Submitted)

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Abstract

This research aims to analyze the influence of the marketing mix (product, price, place, and promotion) on consumer purchasing decisions in Ayudya Catering Surabaya. Ayudya Catering, through an online questionnaire based on a Likert scale. Analysis techniques the data used is multiple linear regression with the help of software SPSSi version 27. The results of the research show that the elements of the product marketing mix, price, place, have a significant influence on purchasing decisions. Meanwhile, promotional elements do not have a significant effect on purchasing decisions. Product variables have the most dominant influence compared to other variables. This confirms that high product quality, menu diversity, and innovation are the main factors that influence consumers' decisions in choosing Ayudya Catering. consumers in Surabaya, this does not include other marketing mix elements such as "people," "process," and "physical evidence." Therefore, it is recommended that further research expand the scope of the sample and consider additional marketing mix elements to produce more comprehensive results.

Item Type:	Tugas Akhir/Skripsi
Subjects:	L Education > L Education (General)
Divisions:	Faculty of Economic and Business
Depositing User:	Lina Inayatur Rohmah
Date Deposited:	21 Jul 2025 01:08
Last Modified:	21 Jul 2025 01:08
URI:	http://erepository.uwks.ac.id/id/eprint/19595

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