Abstract:
This research was conducted to determine the factors that influence purchasing
decisions based on the marketing mix, namely, product, price, location, promotion in
snack food purchasing decisions in Cikarang. The data collection research method
used is a quantitative method using a questionnaire with 100 respondents. The
research method was purposive with sampling taken by chance. The analysis in this
study uses classic assumption analysis, hypothesis testing using multiple linear
regression. Based on the analysis of statistical data, the indicators in this study are
valid and reliable. The most influential variables are promotional variables with a
regression coefficient of 0.649, while the smallest variable that does not affect is the
location variable with a Regression coefficient of 0.011.
