| dc.description.abstract | The creative industry has shown promising growth within the last few decades
globally and locally in Indonesia. However, the Covid-19 pandemic has
presented major challenges for businesses in the industry. Most of the
businesses in this industry have experienced significant loss of revenue as an
impact of the crisis. Efforts are made to recover from the crisis, one of them is
the implementation of digital infrastructure and technology. OOAA Puzzle as
a part of the creative industry has implemented digitalization in its operations
but is still facing marketing challenges that result in poor sales. Hence, this
research is initiated in order to understand the influence of marketing mix on
OOAA Puzzle’s customer purchase decision. This research is done by
distributing questionnaires to 92 OOAA Puzzle’s customers as samples. The
data is then analyzed using linear regression equation. This research concluded
that price, place, promotion, process and physical evidence are influential to
OOAA Puzzle’s customers' purchase decision. The result of data analysis
shows that promotion is the most significant variable, followed by process,
price, and lastly product, and physical evidence. These findings are then used
as the basis of evaluation for this research’s subject to formulate an effective
marketing mix strategy | en_US |
