Citation:

Desy Rahmadhanti, Jabal Tarik Ibrahim, Aniek Iriany. "Marketing Mix Effect on Consumer Preference in Choosing Modern Coffee Shop" International Research Journal of Economics and Management Studies, Vol. 2, No. 3, pp. 38-42, 2023.

Abstract:

The marketing mix is an internal element significant in a marketing program to achieve profit by using the appropriate strategic marketing decision and increasing consumer buying decisions. Place, promotion, pricing, product, people, procedure, and tangible evidence are all parts of the marketing mix. This study investigates the effects of marketing mix on consumers’ preference in choosing a modern coffee shop. A company uses marketing mix (7p) to reach its goals which include the seven components mentioned earlier. This study applied a quantitative study with 100 respondents at several coffee shops in jalan Dermo, Dau subdistrict of Malang Regency. The data analysis data used the Partial Least Square (PLS). The research showed that place and people variables have negative effects; thus, they could not be considered when choosing a modern coffee shop at Jalan Dermo. Additionally, the variable with the highest significance was the price, while the promotion and product did not affect consumer preference.

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Keywords:

Marketing Mix, Preference, Coffee shop, Marketing, SEM PLS.