The Influence of Marketing Mix on Purchase Decisions for Cake and Bread Products at Sari Delicatessen Store, Jakarta, Indonesia

This study aims to analyze the influence of the marketing mix (product, price, promotion, and place) on consumer purchase decisions at Sari Delicatessen. The study uses a quantitative approach with multiple regression methods to measure the simultaneous and partial effects of each variable on purchase decisions. Data were collected through the distribution of a 1-4 Likert scale questionnaire to 100 respondents, who were visitors to Sari Delicatessen. The results show that all variables in the marketing mix—product, price, promotion, and place have a significant effect on purchase decisions. Product has the greatest influence, followed by price, promotion, and place. The coefficient of determination (R²) value of 0.682 indicates that 68.2% of the variability in purchase decisions can be explained by these four variables. Based on the t-test, all variables have p-values less than 0.05, indicating significant partial effects. The F-test also shows that the regression model has a significant simultaneous effect on purchase decisions. This study concludes that Sari Delicatessen needs to focus more on improving product quality, adjusting competitive pricing, and implementing effective promotions to enhance consumer purchase decisions. The study also provides practical contributions to marketing strategies in the delicatessen industry