The Effect of Service Marketing Mix (7p) on Purchase Decisions at Oke Cafe Ampana

Marni  Aprilia; Rosida P.  Adam; Linda Nur  Sipatu; Abdul Aziz  R

doi:10.59890/hbnpkn50

Authors

Marni Aprilia Universitas Tadulako Author
Rosida P. Adam Universitas Tadulako Author
Linda Nur Sipatu Universitas Tadulako Author
Abdul Aziz R Universitas Tadulako Author

DOI:

https://doi.org/10.59890/hbnpkn50

Keywords:

Marketing mix (7P), Product, Price, Place, Promotion, People, Process, Physical Evidence

Abstract

This study aims to determine the effect of the service marketing mix (7P) which includes Product, Price, Place, Promotion, People, Process, and Physical Evidence on purchasing decisions at Oke Cafe Ampana. This study uses a quantitative approach with a survey method, where data is collected through a questionnaire to 80 respondents who have made purchases at Oke Cafe. The sampling technique uses purposive sampling, and the data is analyzed using multiple linear regression with the help of SPSS 25. The results of the study indicate that simultaneously the seven service marketing mix variables have a significant effect on purchasing decisions (R² = 0.910). Partially, the variables Price, Place, People, Process, and Physical Evidence have a significant positive effect on purchasing decisions. However, the Product and Promotion variables show a significant negative effect, indicating a mismatch between consumer expectations and implementation strategies in both aspects. These findings provide important strength for Oke Cafe Ampana management to focus more on improving product quality and promotion effectiveness, as well as maintaining excellence in the aspects of price, location, service, process, and the physical environment of the cafe. Thus, Oke Cafe can increase customer satisfaction and loyalty sustainably

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