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

Fuad Arif Rahman () and Alfan Meola ()
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Fuad Arif Rahman: Politeknik Negeri Batam
Alfan Meola: Politeknik Negeri Batam

A chapter in Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025), 2026, pp 223-239 from Springer

Abstract: 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

Keywords: Marketing Mix 7P; Purchase Decision; Kopi Kenangan (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6463-990-2_16

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