Pengaruh Bauran Pemasaran Terhadap Keputusan Pembelian Roti’O di Kota Semarang

Abstract

A continuously growing subsector is the industry of processing agricultural products into ready-to-eat food products, such as bread. Coffee-flavored bread products are currently widely known, which makes the competition with similar products in Semarang City increasingly tight. PT Sebastian Citra Indonesia needs to ensure that the products maintain high quality, affordable prices, targeted promotions, and strategic locations. Marketing strategies need to be implemented to face the increasingly fierce market competition. The purpose of this study is to analyze the marketing mix of Roti’O and analyze the factors influencing the purchase decisions of Roti’O in Semarang City. The research method used in this study is a survey by collecting data from a sample of consumers considered to represent the population of Roti’O buyers. The survey research method uses questionnaires. The variables used in the purchase decision of Roti’O are variable X, which includes 5 variables: product, price, place, promotion, and motivation. Variable Y is the product purchase decision. The data analysis used is multiple linear regression analysis. The study was conducted from October to November 2025 at 3 official Roti’O outlets in Semarang City. The location determination in shopping centers represents family and worker consumers, campus areas represent student consumers, and transportation areas represent consumers with high mobility. Sampling using Accidental Sampling is sampling based on relevant respondents. The number of samples taken is 100 people from Roti’O buyers in Semarang City.