INFLUENCE OF MARKETING MIX (4P) ON MALANG CITY BOARD GAME CAFE CONSUMER BUYING DECISION

Abstract

Purpose – The study seeks to examine which Marketing Mix (4P) variables influence on consumer buying decision to board game cafe. This paper aims to explore four variables of Marketing Mix (4P): product, price, place, and promotion. Design/methodology/approach – The research was founded on a quantitative field study, quota sampling method, whose sample was comprised of 97 consumers from two Board Game Cafe in Malang. Findings – The findings among the entire sample imply that consumer buying decision is positively influenced by all of the variables that were examined. The variable price, place and promotion significantly influencing consumer buying decision to board game cafe. Originality/Value – These findings indicates that Marketing Mix (4P) can play important role on consumer buying decision. In term of managerial implications, a board game cafe should, preferably, not only focus on the tangible aspects of a product but also the intangible or unobservable product attributes.