PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KOPI MERK KAPAL API DI KOTA SURAKARTA

The aims of this study were to determine: (1) the effect of the product on the purchasing decision of Kapal Api coffee in Surakarta, (2) the effect of price on the purchasing decision of Kapal Api coffee in Surakarta, and (3) the influence of promotion on the purchasing decision of Kapal Api coffee in Surakarta. Surakarta City. (4) the influence of location on the decision to purchase Kapal Api coffee in the city of Surakarta This research was conducted in the city of Surakarta. Based on the calculation results, the number of samples used is about 96.04 respondents or rounded up to 100 respondents, using accidental random sampling technique. Data collection techniques used are questionnaires, documentation and literature studies. The data analysis technique in this research is Instrument Test, Multiple Linear Regression Analysis, t test, F test and coefficient of determination. From the results of Multiple Linear Regression, the following Multiple Linear Regression Equation is obtained: Y = 1.541 + 0.291 X1 + 0.121X2 + 0.284 X3 + 0.265X4 + e. Based on the results of the study, it can be concluded that: (1) the product has a significant positive effect on purchasing decisions for Kapal Api coffee in Surakarta City. (2) the price has a significant positive effect on the decision to purchase Kapal Api coffee in Surakarta City. (3) promotion has a significant positive effect on purchasing decisions for Kapal Api coffee in Surakarta City (4) Location has a significant positive effect on purchasing decisions for Kapal Api coffee in Surakarta City
Keywords: product, price, promotion, location and purchase decision