THE INFLUENCE OF MARKETING MIX (7P'S) TOWARDS PRESIDENT UNIVERSITY STUDENT BUYING DECISION (CASE AT KFC LIPPO CIKARANG MALL)

Abstract

Fastfood is very famous for teenager today. Nowadays, lots of franchises of fastfoods compete in Indonesia market. This study analyzes the effect of marketing mix (product, price, place, promotion, people, process, and physical evidence) towards President University Student Buying Decision (Case at KFC Lippo cikarang Mall). This research seeks to find out the most dominant factor of Marketing Mix (7p’s) influence to the purchase decision in KFC Lippo cikarang. The methods of data collection are interviews, questionnaires, and literature. Methods of analysis are descriptive analysis, classical regression, and multiple linear Regression. From the calculation of the multiple linear regression, it can be said that some variables from marketing mix have a significant influence on purchasing decisions. According to t test, the researcher found that variable product, People, and the Process was significant influence to Buying Decision. While f test to test the simultaneously of all variables obtained f value was 48.694. Coefficient determination (R2) of 0.691, it meant that 69,1% of purchasing decision could be explained by marketing mix (7p’s). Meanwhile, other part of 30, 9% of purchasing decision was influenced by other variables, which were not included in this research.