Pengaruh Bauran Pemasaran 7P Terhadap Keputusan Pembelian Ayam Frozen di Kios Unggas Kota Semarang

Ashila Rahmani Khodijah, Kustopo Budiraharjo, Agus Setiadi

Abstract


The increasing consumption of broiler chicken meat in Semarang City creates market opportunities while also intensifying competition in frozen chicken sales. This condition requires Kios Unggas to implement an effective marketing mix to increase consumer purchasing decisions. This study aims to analyze respondent characteristics, identify the implementation of the 7P marketing mix, and analyze the influence of the marketing mix on purchasing decisions of frozen chicken at Kios Unggas in Semarang City. The research was conducted in November 2025 at five Kios Unggas outlets in Semarang City. The research method used was a survey method with a questionnaire as the research instrument. The sampling technique used was accidental sampling involving 100 consumers of Kios Unggas. The data sources consisted of primary and secondary data obtained through observation, structured interviews using questionnaires, and documentation. Data analysis was carried out using descriptive analysis and multiple linear regression analysis. The results show that frozen chicken consumers at Kios Unggas in Semarang City are predominantly female, aged 31–45 years, married, high school graduates, private employees, with an income level of IDR 5–7 million per month. The analysis results indicate that the 7P marketing mix simultaneously has a significant effect on purchasing decisions. Partially, the variables of product, price, place, promotion, people, and physical evidence have a significant effect on purchasing decisions, while the process variable does not have a significant effect.

Keywords


Ayam Frozen, Bauran Pemasaran, Keputusan Pembelian, Kios Unggas, Kota Semarang

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DOI: http://dx.doi.org/10.25157/ma.v12i2.23797

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