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This study investigates the influence of the marketing mix on consumer purchasing decisions at Rahayu Souvenir Shop. A quantitative research approach was applied to examine the relationship between the marketing mix elements and consumer behavior. Data collection involved the use of structured questionnaires distributed to consumers. The sample consisted of 95 respondents, selected using the Slovin formula based on the total population of the shop’s customers. Several statistical tests were conducted to ensure data validity and reliability, including validity and reliability tests, as well as classical assumption tests such as normality, heteroscedasticity, and multicollinearity tests. These tests were prerequisites for conducting multiple linear regression analysis. The results of the analysis revealed that the product variable (X1) does not have a significant influence on consumer purchasing decisions, as indicated by a significance value of 0.625 (> 0.05). On the other hand, the price variable (X2) showed a significant influence with a significance value of 0.020 (< 0.05), while promotion (X3) and location (X4) also had significant effects with significance values of 0.009 and 0.000, respectively. Furthermore, the F-test results indicated that the product, price, promotion, and location variables together have a significant effect on purchasing decisions, as shown by a significance value of 0.001 (< 0.05).

This study aims to analyze the influence of taste, customer experience, and digital marketing on repurchase intention at Mie Ayam Panggang Demi Apa in Kediri. In the increasingly competitive culinary industry, business owners are required to maintain taste consistency, create memorable customer experiences, and optimally utilize digital platforms in their marketing strategies. These three factors are believed to play an essential role in shaping consumer behavior, particularly in encouraging repeat purchases. The research applied a quantitative survey method involving 90 respondents selected using Slovin’s formula. Respondents were customers who had made at least two purchases within the last month. Data analysis was conducted using SPSS version 26 with several statistical tests, including validity and reliability tests, classical assumption tests, multiple linear regression, t-test, F-test, and coefficient of determination (R²). The findings indicate that taste, customer experience, and digital marketing each have a positive and significant influence on repurchase intention, both partially and simultaneously. The R² value of 0.447 shows that 44.7% of the variation in repurchase intention is explained by these three variables. Therefore, it is recommended that business owners consistently maintain product quality, enhance customer experience, and optimize digital marketing to build customer loyalty and ensure long-term business sustainability.

This study aims to thoroughly examine the influence of menu variety, taste, and price on customers' purchasing decisions at CEZ-ROS Restaurant, located in Kediri Regency. Understanding these factors is crucial for the restaurant to enhance customer satisfaction and improve sales performance. The research employs a quantitative approach with an associative research type, designed to explore relationships between variables. The sampling technique used is accidental sampling, where respondents were selected based on convenience and their availability during the data collection period. This method allows for practical and efficient data gathering from actual restaurant customers. Data analysis involves several statistical tests to ensure accuracy and reliability. Initially, validity and reliability tests were conducted to confirm the suitability of the questionnaire. Then, multiple linear regression analysis was used to determine how menu variety, taste, and price individually and collectively influence purchasing decisions. Additionally, t-tests assessed the significance of each independent variable, while the F-test evaluated their simultaneous effect. The coefficient of determination (R²) provided insight into how much variation in purchasing decisions could be explained by these variables. The results indicate that menu variety, taste, and price significantly impact purchasing decisions both individually and together. Specifically, customers prefer restaurants offering a diverse menu, delicious food, and reasonable pricing. The F-test confirms the strong combined effect of these factors on consumer behavior. However, the coefficient of determination also suggests that while these variables are important, other external influences such as service quality, ambiance, and promotions may also affect purchasing decisions. Overall, this study highlights that CEZ-ROS Restaurant should focus on maintaining menu diversity, enhancing taste quality, and setting competitive prices to attract and retain customers effectively.

This study aims to determine the influence of independent variables, namely Promotion, Location, and Product Variation, on the dependent variable, Purchase Decision, at Seduhlur Coffee Kediri. The research method used is quantitative, employing multiple linear regression analysis with the assistance of SPSS version 26 software. The sampling technique applied in this study is incidental sampling, which involves selecting respondents who happen to be present and meet certain criteria at the time the research is conducted. Based on the results of data analysis, it can be concluded that the Promotion variable has a positive and significant partial effect on Purchase Decision. This indicates that the better the promotional strategies carried out, the more likely consumers are to make a purchase. Similarly, the Location variable also shows a positive and significant partial influence, suggesting that the comfort and accessibility of Seduhlur Coffee’s location play an important role in influencing consumer decisions. Product Variation is also found to have a positive and significant partial effect on Purchase Decision, meaning that a greater variety of products offered increases the likelihood of attracting consumer interest. Simultaneously, all three variables — Promotion, Location, and Product Variation — have a significant and positive influence on Purchase Decision. This research is expected to provide useful input for Seduhlur Coffee Kediri in improving its marketing strategies and service quality to encourage and increase consumer purchasing decisions.

This study aims to determine the influence of service quality, facilities, and location on guest satisfaction at New Puri Garden Hotel Semarang. In the increasingly competitive hospitality industry, understanding the factors that influence guest satisfaction is crucial for enhancing customer loyalty and business competitiveness. This research uses a quantitative approach with a survey method. The population in this study consisted of all guests staying at New Puri Garden Hotel Semarang, totaling 97 individuals. The sampling technique used was random sampling, where the entire population was taken as the sample, resulting in 97 respondents. The research instrument was a questionnaire designed based on indicators of each variable. The data analysis technique employed was multiple linear regression analysis to examine the effect of independent variables (service quality, facilities, and location) on the dependent variable (guest satisfaction). The results of the analysis show that service quality has a positive and significant effect on guest satisfaction. This is evidenced by the t-value of 3.702, which is greater than the t-table value of 1.660, with a significance value of 0.005 (< 0.05). Facilities also have a positive and significant influence on guest satisfaction, with a t-value of 3.118 > 1.660 and a significance value of 0.002 (< 0.05). Meanwhile, location has the strongest influence on guest satisfaction, with a t-value of 6.468 > 1.660 and a significance value of 0.000 (< 0.05). Based on these results, it can be concluded that partially, the three variables—service quality, facilities, and location—have a positive and significant effect on guest satisfaction. These findings indicate that improving service quality, providing adequate facilities, and choosing a strategic location are essential factors in creating a satisfying guest experience. Therefore, hotel management should prioritize the development and enhancement of these three aspects to maintain and increase customer satisfaction in a sustainable manner.

This study delves into the evolution of social media within marketing strategies, employing a bibliometric approach. It delineates substantial shifts in consumer behavior and business methodologies consequent to the proliferation of social media platforms. The primary aim is to offer a nuanced comprehension of social media's role in contemporary marketing landscapes, alongside identifying prevalent trends and patterns within pertinent literature. Employing bibliometric analysis, the study scrutinizes relevant articles to unearth significant insights. Findings underscore a heightened scholarly interest in social media marketing strategies and unveil collaborative frameworks among researchers and institutions. The implications underscore the imperative of comprehending social media's role and influence in shaping modern marketing paradigms, accentuating its pertinence in contemporary business practices. This research is poised to furnish invaluable insights for marketing professionals and academics, empowering them to craft efficacious marketing strategies tailored to the digital era.

The purpose of this study was to determine the effectiveness of social media marketing instagram in the dimensions of content creation, content sharing, connecting, and community building on customer decisions Dezato BrowniesThe type of research used is descriptive qualitative. Sedarmayanti and Hidayat (2011: 33) define qualitative descriptive research as a method in finding facts about the status of a group of people, an object, a condition, an event in the present with the right interpretation. This is in line with the test results which show that social media marketing with the variables Content Creation, Content sharing, Connecting, Communitiy Building is very effective on Dezato Brownies' customer decisions. It can be concluded that social media marketing effectively increases customer awareness, interaction, and purchasing decisions, making a positive contribution to business growth. Keep in mind that customer purchasing decisions are influenced by complex factors beyond the variables studied, confirming the complexity of market dynamics and consumer behavior.