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Marketing Mix Strategy (7P) on Customer Purchase Decisions at Kopi Kenangan Products

In: Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)

Author

Listed:
  • Fuad Arif Rahman

    (Politeknik Negeri Batam)

  • Alfan Meola

    (Politeknik Negeri Batam)

Abstract

This study investigates the impact of the 7P marketing mix on customer purchase decisions at Kopi Kenangan coffee shops in Batam, Indonesia. A quantitative methodology was employed, surveying 368 respondents. Multiple linear regression analysis was used to assess the individual and combined effects of product, price, place, promotion, people, process, and physical evidence on purchase decisions. The findings indicate that price, place, promotion, people, process, and physical evidence have significant positive effects on purchase decisions, whereas product exhibits a significant negative impact. Overall, the 7P marketing mix significantly influences purchase decisions (F = 127.097, p

Suggested Citation

  • Fuad Arif Rahman & Alfan Meola, 2026. "Marketing Mix Strategy (7P) on Customer Purchase Decisions at Kopi Kenangan Products," Advances in Economics, Business and Management Research, in: Jessica Olifia & Dewi Junita & Aprizal Putra & Susi Lestari & Sarah Ulfah Al Amany & Syafri Naldi (ed.), Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025), pages 223-239, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-990-2_16
    DOI: 10.2991/978-94-6463-990-2_16
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