The Analysis of Product, Price, Place, Promotion and Service Quality on Customers’ Buying Decision of Convenience Store: A Survey of Young Adult in Bekasi, West Java, Indonesia

Abstract

This research aim to analyze why the number of convenience store keep increasing by identify the dominant factors which are product, price, place, promotion and service quality that affect customer buying decision of convenience store in Bekasi. This research also as an input to help smaller traders in having better performance in future market. This research involves 300 Bekasi populations to obtain the required data. Then the questionnaire result analyzed with SPPS statistics which are frequency, descriptive statistics, validity and reliability test, multi regression analysis, correlation analysis, F- Test and Analysis of Variance (ANOVA) in order to see the extend factors influential to customer buying decision. At the end, researcher proves that the most of customers comes to convenience store because of the price offered, kind of promotion, and also service quality provided.
Keywords: Buying decision, Convenience store, Marketing mix, Place, price, Product, Promotion, Service quality.