PENGARUH BAURAN PEMASARAN 4P TERHADAP KEPUTUSAN KONSUMEN UNTUK MEMBELI MAKANAN SECARA ONLINE SELAMA PANDEMI COVID-19 DI JAKARTA

Viciwati Viciwati

Abstract


This study aims to see the effect of the 4P marketing mix on consumer decisions to buy food online, because since the COVID 19 pandemic it is automatically difficult for people to leave the house, all activities are carried out online, thus opening up opportunities for food entrepreneurs to sell food online. This study uses causal analysis to determine the effect of Promotion (X1), Price (X2), Product (X3) and Place (X4) with Purchase Decision (Y). Data collection was carried out by means of a questionnaire. The research population is the people of DKI Jakarta who use online applications, which are gofood, grabfood and shopee food customers. Then by using the Slovin formula, 100 respondents were taken as samples obtained using the google form. In this study, data processing was carried out using the Partial Least Square (PLS) approach.

Keywords


Promotion, Price, Product, Place, Purchase Decision

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DOI: http://dx.doi.org/10.22441/teropong.v11i3.17584

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