Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Konsumen Kopi Kenangan…

ABSTRACT This study aims to analyze the influence of the marketing mix (product, price, place, promotion, people, process, and physical evidence) on consumer purchasing decisions at Kopi Kenangan in Pekanbaru City, with a case study at the Kopi Kenangan outlet on Jalan Riau. This research employs a quantitative method with a survey approach. The sampling technique used was non-probability …