ANALISIS PERBEDAAN MARKETING MIX TERHADAP KEPUTUSAN PEMBELIAN PADA PRODUK MERK MIE SEDAAP DAN INDOMIE

The use of marketing mix (product, price, promotion, and distribution) in marketing today helps make purchasing decisions for products and services, especially in the field of instant food such as sedaap noodles and Indomie. This research aims to find out whether the marketing mix (product, price, promotion, and distribution) has a significant effect on purchasing decisions using multiple linear regression analysis with the help of SPSS analysis tools. The type of research used was quantitative research with a simple size of 100 respondents who met the sample criteria and were taken using judgmental sampling techniques. This research data was obtained through a questionnaire in the form of a google form which was distributed to university students in Malang. The research shows that the marketing mix has a positive and significant influence on purchasing decisions for mie Sedaap and Indomie. There are differences in the marketing mix regarding purchasing decisions for Mie Sedaap and Indomie, the dominance of differentiators shows that there are promotional variables that differentiate Mie Sedaap and Indomie products the most.