Pengaruh Marketing Mix 7P Terhadap Keputusan Pembelian Pada Traditional Retail Fashion Sq.Collection

Abstract

This study aims to analyze the effect of the Marketing Mix 7P, consisting of product, price, place, promotion, people, process, and physical evidence, on purchase decisions at Sq.Collection. This research uses a quantitative approach with Structural Equation Modeling–Partial Least Squares (SEM-PLS) as the data analysis technique. Data were collected through questionnaires distributed to 120 respondents who had made purchases at Sq.Collection. The results of the structural model analysis show that simultaneously, the Marketing Mix 7P variables are able to explain purchase decisions in the strong category, as indicated by the R-square value. However, partially, only the people and physical evidence variables have a significant effect on purchase decisions. The people variable shows a significant negative effect, indicating that excessive or inappropriate service interactions may reduce consumer comfort, especially among loyal customers. Meanwhile, physical evidence has a significant positive effect, indicating that store cleanliness, layout, and physical facilities play an important role in increasing consumer confidence and comfort. Other variables, namely product, price, place, promotion, and process, do not have a significant partial effect on purchase decisions. These findings indicate that purchase decisions at Sq.Collection are not influenced by a single factor, but by the synergy of various elements of the Marketing Mix 7P, with people and physical evidence as the most dominant factors. The results of this study are expected to provide managerial implications for Sq.Collection in developing more effective marketing strategies.