Measurement Tool for Analyzing the Influence of Marketing Mix on Consumer Purchase Decision at XYZ Bakery

Abstract

The people’s daily needs become higher, making market demand more varied. This condition encourages the emergence of new industries, such as the bread and cake industry which now ranks the third after rice and noodles as staple foodstuffs of Indonesian society. Increased opportunities and consumption of bread and cakes encourage the emergence of new competitors, so that in facing this competition, companies need to develop a marketing mix strategy that suits consumer needs. The aim of this study is to provide a measurement tool for analyzing the influence of marketing mix on consumer purchase decision. This research conducted a survey with participation of 30 respondents who have bought XYZ Bakery products. The pilot test revealed that the measurement tool of 8 variables and 33 items fulfilled the requirements of validity and reliability. Therefore, the measurement tool is qualified and acceptable for further study.