Analisis Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Steak di Butcher Steak dan Pasta Restaurant

Abstract

Nowadays, there is an increase in people's buying interest in food and beverage products. For this reason, food and beverage industry players must be careful in creating a marketing strategy. A marketing mix strategy with 4P elements (product, price, promotion and place) is appropriate to apply to the restaurant business sector to maximize the number of visitors with the aim of increasing income for the restaurant. increase. This study aims to determine the influence of the marketing mix on the decision to purchase steak at Butcher Steak and Pasta Restaurant Palembang as the research object. The research method is descriptive quantitative where data collection uses interviews, questionnaires and observations. The sample was taken as many as 105 respondents with a population of 150 visitors per day on average. Then analysis was carried out using SPSS to determine validity, reliability, multiple linear regression, determination, and T test and F test. The results of the analysis indicated that there was an influence of the marketing mix on the decision to purchase steak at Butcher Steak and Pasta Palembang. All variables simultaneously influence the decision to purchase steak at Butcher Steak and Pasta Palembang by 60.2%. And the results of the F test have a significance value of (0.001) < a (0.05). It can be interpreted that the marketing mix has a significant positive influence on the decision to purchase steak at Butcher Steak and Pasta Restaurant Palembang.