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PENGARUH BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN PADA MAKANAN CEPAT SAJI KFC SUKAWANGI BANDUNG

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ABSTRACT THE EFFECT OF MARKETING MIX ON PURCHASE DECISIONS IN KFC SUKAWANGI RESTAURANT BANDUNG By Andrianto Hasiholan Hutagaol Nim : 1631015 This study aims to determine how the influence of the marketing mix, purchasing decisions, and how the influence of the marketing mix on purchasing decisions at the KFC restaurant Sukawangi Bandung. The method used in this research is descriptive method which is a method used to collect data so that it can produce the information needed in analyzing existing problems. The method used in data collection is to use a questionnaire distributed to respondents and interviews conducted with one of the managers. The scale used in this study is the interval scale. The marketing mix at KFC Sukawangi restaurant has been done, it can be seen from the 4.22 product, the price of 3.60, the distribution of 3.63, and the promotion of 3.57. and purchasing decisions can be seen from requiring recognition of 3.74, information seeking 3.52, evaluation of alternatives 3.64, purchasing decisions 3.68, and post-purchase behavior 3.64. Hypothesis testing is done using the Pearson product moment correlation coefficient formula. From the results of the testing done, the correlation coefficient r = 0.467 shows that there is a positive relationship between the marketing mix of the purchase decision and t-count 0.01 <0.05, which means that Ha is accepted and Ho is rejected. Keywords : Marketing Mix, Buying Decision