Effect of marketing mix on the purchase decision of wall's cornetto ice cream

Abstract

Competition in the food industry is getting tougher. The growth of the food industry in the third quarter of 2022 reached 3.57%. Therefore, companies need marketing strategies to maintain good relations between corporations and consumers. The marketing strategy that can be used is the marketing mix, which consists of product, price, location, and promotion variables. This study aims to determine the effect of the marketing mix on purchasing decisions for cornetto ice cream. The sample used was 100 people using an online questionnaire. The method used in this research is descriptive-quantitative. The data testing in this study used SPSS 25 software. Testing the data begins with the validity and reliability tests to obtain valid and reliable results. Then, the data were analyzed using simultaneous and partial tests. In the simultaneous test, the results showed that the marketing mix variables simultaneously positively affected the purchasing decision for cornetto ice cream. In the partial test, the results show that all the marketing mix variable partially has a positive effect on the purchasing decision of Cornetto ice cream. The coefficient of determination obtained in this study is 0.661, meaning that the dependent variable, namely the purchase decision, is influenced by the independent variable by 66%. In comparison, 44% is influenced by other variables. Based on the results of this study, PT. Unilever Indonesia Tbk must continue to improve the quality of cornetto ice cream products, adjust prices appropriately, choose strategic locations, and display attractive promotions.