{"title":"PENGARUH PRODUK, HARGA, LOKASI, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PASTRY BAKERY (STUDY KASUS PADA TOKO HAVANA BANDUNG)","authors":"S. H. Achmad, Dendi Gusnadi","doi":"10.30813/NCCI.V0I0.1213","DOIUrl":null,"url":null,"abstract":"ABSTRACTThis study was aimed at investigating the effect of product, price, place, and promotion the decision to purchase pastry & bakery products in Havana Shop Bandung. The theories by Huriyati, Saladin, and Kotler were employed. This study used a descriptive method. The analysis results suggest that the marketing mix variables X, including product X1, price X2, place X3, and promotion X4, have positive and significant effect on the variable Y (i.e., purchasing decision). Therefore, the marketing mix should be maintained and developed so that many consumers decide to buy products offered by Havana Shop. . Keywords: Product, Price, Place, Promotion, Purchasing Decision, Pastry &Bakery","PeriodicalId":435865,"journal":{"name":"National Conference of Creative Industry","volume":"20 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2018-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"National Conference of Creative Industry","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.30813/NCCI.V0I0.1213","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 2
Abstract
ABSTRACTThis study was aimed at investigating the effect of product, price, place, and promotion the decision to purchase pastry & bakery products in Havana Shop Bandung. The theories by Huriyati, Saladin, and Kotler were employed. This study used a descriptive method. The analysis results suggest that the marketing mix variables X, including product X1, price X2, place X3, and promotion X4, have positive and significant effect on the variable Y (i.e., purchasing decision). Therefore, the marketing mix should be maintained and developed so that many consumers decide to buy products offered by Havana Shop. . Keywords: Product, Price, Place, Promotion, Purchasing Decision, Pastry &Bakery
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