Abstract:
Purpose - The aim of this study is to determine the influence of seven dimensions of
retail marketing mix strategy (7Ps) on customer purchase decisions towards Mixue
products in Indonesia.
Design/Methodology/Approach - This research used quantitative approach and the
data collected by distributing questionnaires with non-probability sampling which is
purposive sampling. Respondents in this study were not limited to specific regions, if
the respondents fulfilled the criteria of being 16 years old and having purchased Mixue
products at least once in the last month, they are allowed to fill out the questionnaires.
The total of valid respondents is 405 respondents. Multiple Linear Regression analysis
was to determine the relationship between each independent variable and dependent
variable.
Findings - The results show that from seven dimensions of retail marketing mix
strategy (7Ps), the dimensions of product and place partially don’t have significant
influence on customer purchase decisions. Dimensions of price, promotion, process,
people, and physical evidence partially have significant influence on customer
purchase decisions. On the other side, seven dimensions of retail marketing mix
strategy (7Ps) altogether have significant influence on customer purchase decisions of
Mixue Indonesia products. Moreover, research limitations and suggestions for future
research will be in the last chapter.
Originality/Value - The findings of this study contribute to an understanding of the
importance of seven dimensions Retail Marketing Mix Strategy (7Ps) in affecting
customer purchase decisions on Mixue products in Indonesia as part of retail industry.
