Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Secara Online Pada Produk Rusbeef Grill House Cikarang
Year: 2025
Type: article
Study design: Observational Study
Abstract: Rusbeef Grill House is a culinary business with a home service concept that sells raw materials for grill meat and shabu, namely beef slices, chicken slices, sausages, dumpling, sauces, vegetables, and seasonings that have been prepared along with complete grill equipment rental. This study was aimed: (1) to know the effect of the marketing mix simultaneously on online purchasing decisions on Rusbeef Grill House Cikarang products, and (2) to know the effect of the marketing mix partially on online purchasing decisions on Rusbeef Grill House Cikarang products. This study used a survey method, 81 respondents filled in the questionnaires, Multiple Linear Regression Analysis as analytical tools executed by SPSS 26.0 software. The results of this study indicate that simultaneously, the variables of product, price, place, promotion, process, people, and physical evidence have a significant effect on online purchasing decisions. Partially the variables of product, price, place, promotion, process, and physical evidence have a significant effect on online purchasing decisions, while the people variable has no significant effect on online purchasing decisions
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409865190