PENGARUH PRODUK, HARGA, LOKASI, DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN PRODUK PASTRY BAKERY (STUDY KASUS PADA TOKO HAVANA BANDUNG)

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