Abstract
Distros have been known by the general publicespecially millennial who are fond of the brandor brand image of a product. The number ofvery tight competition makes Lollypop ShopSurabaya as one of the distributions that are inneed of designing the right marketing strategy.The purpose of this study was to determine theeffect of 4P marketing mix variables consistingof products, price, place and promotion ofpurchasing decisions and customer loyalty asa consideration of business owners indetermining marketing strategies. Dataanalysis was performed using the StructuralEquation Modeling (SEM) method whichinvolved 120 respondents obtained from thepurposive sampling method. The results of theanalysis show that product and promotionvariables have a positive and significant effecton purchasing decisions. Price and placevariables have a positive but not significanteffect on product purchasing decisions.Product variable is the variable that mostinfluences the purchasing decision of LollypopShop Surabaya products with product variantsas the indicators most desired by consumers.
Highlights
Clothing is one of the three basic human needs, namely clothing, food, and shelter
Marketing, Purchasing Decision and Customer Loyalty The marketing mix according to Sivakumar and Raj (2016) is the marketing mix, the set of tactical marketing tools that the firm blends to produce the response it wants in the target market, which means a set of marketing tools integrated to process the responses desired by the target market (Bloemer, et al, 2009)
The conclusions obtained in this study include the following: 1. Product Factor has a significant influence on the Purchasing Decision factor at Lollypop Shop Surabaya of 13,766 with a significance level of α = 5%
Summary
Absract Distros have been known by the general public especially millennial who are fond of the brand or brand image of a product. The number of very tight competition makes Lollypop Shop Surabaya as one of the distributions that are in need of designing the right marketing strategy. The purpose of this study was to determine the effect of 4P marketing mix variables consisting of products, price, place and promotion of purchasing decisions and customer loyalty as a consideration of business owners in determining marketing strategies. The results of the analysis show that product and promotion variables have a positive and significant effect on purchasing decisions. Price and place variables have a positive but not significant effect on product purchasing decisions. Product variable is the variable that most influences the purchasing decision of Lollypop Shop Surabaya products with product variants as the indicators most desired by consumers
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