Analysis of Marketing Strategy Toward Purchase Decision Of Starbucks Coffee Product at Manado City, North Sulawesi Province, Indonesia

Abstract

Starbucks Coffee is one of the outlets or coffee shops in Manado City. Starbucks Coffee provides good service and maximum service every time you carry out work. This research uses the 4P marketing mix and 3P service marketing. The Marketing Mix which consists of the 7Ps (Product, Price, Place, Promotion, People, Process and Physical Evidence) is a reference for Starbucks Coffee Customers to make Purchasing Decisions at Starbucks Coffee in Manado. The purpose of this research is to analyze whether the Marketing Mix (Product, Price, Place, Promotion, People, Process and Physical Evidence) has a positive influence simultaneously or partially on purchasing decisions at Starbucks Coffee in Manado. This research is categorized as quantitative research and uses unintentional research methods in sample selection. A total of 100 people from a population of 9000 were used as respondents in this study. The data collection method uses multiple linear regression analysis with the SPSS 26 application program. The results of the research show that the marketing mix (Product, Price, Place, Promotion, People, Process and Physical Evidence) has a positive and significant influence on service quality both simultaneously and simultaneously. Partial.