Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)

<Previous Article In Volume
Next Article In Volume>

Marketing Mix Strategy (7P) on Customer Purchase Decisions at Kopi Kenangan Products

Authors
Fuad Arif Rahman1, *, Alfan Meola1
1Politeknik Negeri Batam, Batam, Kepulauan Riau, 29461, Indonesia
*Corresponding author. Email: Fuadar@polibatam.ac.id
Corresponding Author
Fuad Arif Rahman
Available Online 13 February 2026.
DOI
10.2991/978-94-6463-990-2_16How to use a DOI?
Keywords
Marketing Mix 7P; Purchase Decision; Kopi Kenangan
Abstract

This study investigates the impact of the 7P marketing mix on customer purchase decisions at Kopi Kenangan coffee shops in Batam, Indonesia. A quantitative methodology was employed, surveying 368 respondents. Multiple linear regression analysis was used to assess the individual and combined effects of product, price, place, promotion, people, process, and physical evidence on purchase decisions. The findings indicate that price, place, promotion, people, process, and physical evidence have significant positive effects on purchase decisions, whereas product exhibits a significant negative impact. Overall, the 7P marketing mix significantly influences purchase decisions (F = 127.097, p < 0.001), accounting for 70.6% of the variance. These results underscore the importance of a holistic marketing strategy for Kopi Kenangan in Batam. The unexpected negative impact of the product variable suggests a need for further investigation and a balanced approach across all 7Ps. This research contributes to the literature by providing context-specific insights into the 7P framework’s effectiveness within the competitive Indonesian coffee market.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

<Previous Article In Volume
Next Article In Volume>
Volume Title
Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
13 February 2026
ISBN
978-94-6463-990-2
ISSN
2352-5428
DOI
10.2991/978-94-6463-990-2_16How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Fuad Arif Rahman
AU  - Alfan Meola
PY  - 2026
DA  - 2026/02/13
TI  - Marketing Mix Strategy (7P) on Customer Purchase Decisions at Kopi Kenangan Products
BT  - Proceedings of the 7th International Conference on Applied Economics and Social Science (ICAESS 2025)
PB  - Atlantis Press
SP  - 223
EP  - 239
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-990-2_16
DO  - 10.2991/978-94-6463-990-2_16
ID  - Rahman2026
ER  -