FAKTOR-FAKTOR YANG DIPERTIMBAKAN KONSUMEN DALAM KEPUTUSAN PEMBELIAN MAKANAN DAN MINUMAN PADA AADK COFFEE & EATERY

This research aims to identify Marketing Mix factors that influence consumer purchasing decisions of food and beverages at AADK Coffee & Eatery and analyze the dominant variables considered by consumers in their purchasing decisions at AADK Coffee & Eatery. The variables studied include Product, Price, Promotion, Place, People, Physical Evidence, and Process. Data analysis utilizes Microsoft Excel and SPSS applications, involving (1) Data Transformation to convert Likert questionnaire data into ordinal data, (2) Validity and Reliability Testing to assess questionnaire item validity and reliability, and (3) Factor Analysis using SPSS. The factor analysis results indicate a total variance percentage of 63.364%. This demonstrates the study's ability to explain the influential factors of the marketing mix on food and beverage purchasing decisions at AADK Coffee & Eatery. It was found that out of 21 variables, 2 core factors emerged: the marketing mix factor and an additional factor influencing consumer purchasing decisions at AADK Coffee & Eatery. According to the calculation of Mean Score Average (MSA), the dominant variable is the interior variable with a score of 0.964. Therefore, it is recommended that businesses maintain and optimize the interior design to attract consumers in their food and beverage purchasing decisions at AADK Coffee & Eatery.