PENGARUH BAURAN PEMASARAN 7P TERHADAP KEPUTUSAN KONSUMEN MEMBELI MAKANAN CEPAT SAJI KFC DI SURABAYA

Abstract

This research is intended to find out how the effect of 7P (product, price, promotion, place, people, physical evidence and process) marketing mix on consumers' decision to buy KFC fast food in Surabaya. The samples used in this study are men and women aged 18-60 years and who live in the city of Surabaya and are KFC consumers for 2x in the last 5 months namely March-August 2019, with 120 respondents. For data processing and analyzing data in research this is by using Structural Equation Modeling (SEM) using AMOS 22.0 software as a software to process data. The analysis showed that 7P (product, price, promotion, place, people, physical evidence and process) had a positive influence on the decision to buy KFC fast food in Surabaya. The empirical findings identify that the 7 variables studied all have positive and all 7 variables have a significant value.