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

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 < 0.001), accounting for 70.6% of the variance.These results underscore the importance of a holistic marketing strategy for Kopi Kenangan in Batam.The unexpected negative impact of the product variable suggests a need for further investigation and a balanced approach across all 7Ps.This research contributes to the literature by providing context-specific insights into the 7P framework's effectiveness within the competitive Indonesian coffee market.