ANALISIS PENGARUH PRODUCT, PRICE, PROMOTION, PLACE, PEOPLE,  PROCESS, DAN PHYSICAL EVIDENCE TERHADAP KEPUTUSAN PEMBELIAN  KATERING DI KAREN KATERING JEMBER

Veranda  Nauli Elisabeth Rajagukguk; Tamriatin Hidayah; Hayatul Maspufah

doi:10.31967/riemba.v2i2.1150

Veranda Nauli Elisabeth Rajagukguk Institut Teknologi dan Sains Mandala
Tamriatin Hidayah Institut Teknologi dan Sains Mandala
Hayatul Maspufah Institut Teknologi dan Sains Mandala

DOI: https://doi.org/10.31967/riemba.v2i2.1150

Keywords: Product, Price, Promotion, Physical Evidence, Purchasing Decisions

Abstract

This study aims to determine the effect of product, price, promotion, place, people, process, and
physical evidence on catering purchasing decisions at Karen Katering Jember. This type of
research is quantitative with data sources obtained through purposive sampling techniques with
questionnaire distribution methods. The data analysis method of this study uses multiple linear
regression analysis methods. The results of this study are Product (Significance value of 0.016
<0.050) has a partial effect on purchasing decisions. Price (Significance value of 0.745> 0.050)
does not have a partial effect on purchasing decisions. Promotion (Significance value of 0.032
<0.050) has a partial effect on purchasing decisions. Place (Significance value of 0.083> 0.050)
does not have a partial effect on purchasing decisions. People (Significance value of 0.867>
0.050) does not have a partial effect on purchasing decisions. Process has a partial effect on
purchasing decisions. Physical Evidence (Significance value of 0.000 < 0.050) has a partial
effect on purchasing decisions. The conclusion of this study shows that the variables product,
promotion, process, and physical evidence have a positive and significant effect on purchasing
decisions while the variables place, people and price do not have a significant effect on
purchasing decisions.