Analisis Pengaruh Bauran Pemasaran terhadap Keputusan Konsumen Memilih Makan di Rumah Makan Mie Ayam Mahmud Medan

The existing changes of consumers’ behavior and stronger market competition require entrepreneurs to be able to pay attention to and find out what the consumers need and want. To meet this need, the entrepreneurs are required to apply an accurate marketing strategy in marketing their products that they can make profit and survive from the existing competition. The purpose of this study was to examine and analyze the influence of marketing mix strategy consisting of product, price, place, promotion, people, process, and customer service and to find out and analyze the influence of the factor of consumers’ environment consisting of family and reference group on the decision made by consumers in choosing to have a meal at Rumah Makan Mie Ayam Mahmud Medan.The theories employed in this study were the marketing management theories related to marketing mix and consumers’ decision.The method used in this explanatory descriptive qualitative study was survey approach. The data for this study were obtained through questionnaire-based interviews and documentation study. The data obtained were analyzed through multiple linear regression method. The population of this study was all of the average 9000 consumers who visited and had a meal at Rumah Makan Mie Ayam Mahmud every month and 99 consumers were selected to be the samples for this study through Slovin formula and accidental sampling technique.The result of the first hypothesis analysis showed that simultaneously product, price, place, promotion, people, process, and customer service had a significant influence on the decision made by consumers in choosing to have a meal at Rumah Makan Mie Ayam Mahmud Medan, and partially, price was the most dominant variable. The result of the second hypothesis analysis showed that simultaneously consumers’ environment consisting of family and reference group had a significant influence on the decision made by consumers in choosing to have a meal at Rumah Makan Mie Ayam Mahmud Medan, and partially, family was the most dominant variable.In conclusion, the result of this study showed that marketing mix strategy and consumers’ environment had influence on the decision made by consumers in choosing to have a meal at Rumah Makan Mie Ayam Mahmud Medan.