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September 10, 2025Jurnal Ilmiah Sosio AgribisOpen Access

PENGARUH PERILAKU KONSUMEN DAN BAURAN PEMASARAN TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN KOPI KELILING DI JAWA TIMUR (The Influence of Consumer Behavior and Marketing Mix on The Purchase Decisions of Mobile Coffee Consumers in East Java)

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Authors

DMDwi Laila MaulidaYLYennyka LeilasariyantiAHAkbar Hariputra

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Overview

Quantitative analysis reveals significant links between consumer behavior, marketing mix, and purchasing decisions for mobile coffee in Surabaya.

Key Points

  • Psychological factors significantly influence purchasing decisions for mobile coffee in Surabaya.
  • The marketing mix contributes to consumers' choice of mobile coffee, highlighting its effectiveness.
  • Structural Equation Modeling (SEM-PLS) confirms the relationship between consumer behavior and purchasing choices.
  • Product variety evaluation indicates a need for improvement in mobile coffee offerings.

Cite This Study

Maulida et al. (2025) studied this question.

synapsesocial.com/papers/68c2404eb210217d6479a7c5https://doi.org/10.30742/jisa25120254456
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